ALDI: Powering Growth Through Low Prices, Scale—and Intelligent Innovation

ALDI has cemented itself as America’s fastest-growing grocer, now the third-largest by store count, serving millions of customers each month. In 2024, the retailer opened nearly 120 locations, bringing its total U.S. footprint to more than 2,400 stores—and 2025 is set to be a record-breaker, with plans to open over 225 new stores as part of a five-year expansion goal to reach 800 by 2028. This growth includes conversions of hundreds of Winn-Dixie and Harveys Supermarket locations acquired through last year’s purchase of Southeastern Grocers.

The company’s rapid expansion comes during a top leadership shift. Jason Hart, who has led Aldi USA since 2015, will soon move to a global role as Group COO of Aldi South in Austria. Current Chief Operating Officer Atty McGrath—who has spent her entire 20-year career with Aldi, serving as district manager, director of operations, division vice president, and COO—will become CEO of Aldi U.S. “Together, we will focus on driving innovation, expanding our reach, and delivering exceptional value to our customers,” McGrath wrote in announcing her promotion. She emphasized that keeping pace with Aldi’s ambitious store-opening goals and expanding into new markets will remain a top priority.

A couple of months ago, Aldi ran a seasonal discount campaign targeting more than two-thirds of Americans concerned about grocery costs. “At a time when two-thirds of Americans are very concerned about the cost of groceries, Aldi is doing what others can’t: Dropping prices across its aisles,” the company stated. Hart added, “Our customers count on ALDI for the lowest prices of any national grocer, every day, and we never take that trust for granted.” The campaign is expected to save shoppers $100 million.

Aldi’s low-price model is powered by operational discipline: minimalist shelving, shipping boxes as displays, and a product assortment that is 90% private label—all of which streamline costs and pass savings to customers.

Leadership Transition at a Pivotal Moment

Price Leadership in Action

Technology Driving Efficiency and Growth

Staying True to the Core While Shaping the Future

While its brand is built on simplicity, Aldi is investing heavily in technology to scale smartly. In 2025, the grocer partnered with Digital Wave Technology to deploy Generative AI that produces accurate, customer-focused product information for its digital touchpoints—website, app, and email. This reduces manual work, speeds up content delivery, and improves the online shopping experience.

Aldi is also advancing a multi-year transformation in the U.S. and Australia through Genpact, leveraging data and AI to maximize ROI from core systems such as S/4HANA, Ariba, Blackline, and ServiceNow. These upgrades complement earlier innovations like AI-driven supply chain tools and the pilot of ALDIgo checkout-free shopping.

Twenty-five percent of U.S. customers now shop at Aldi—double the share from just six years ago. The company’s combination of aggressive expansion, technological adoption, and relentless price leadership has made it a formidable competitor in a crowded market. As Aldi continues to evolve, its lean business model and forward-thinking investments ensure it will remain ahead of the curve, delivering both value and innovation to the American grocery shopper.