Is That A Jaguar/Tesla/BMW Parked At Aldi? How The Rich Save Money.

There’s a reason why high end stores such as Nordstrom’s, J. Crew and Macy’s are closing up (click here) while discount chains such as Dollar General, Ollie’s Bargain Outlet and Five Below are surging. If there’s one thing ALL of us have learned from The 2008 Great Recession is that there will always be instability in the economy. The lower end grocery chain store, Aldi has been silently building up on this momentum for the last decade here in America. “Over the last 10 years, they’ve really flourished in the US,” said Mikey Vu, partner at Bain. “There’s instability in the economy. People are worried. They’re paying much closer attention to pennies on their grocery purchases than ever before.”

CNN just wrote this scathing report on how Aldi, the no-frills German discount grocery chain, is brutally taking over the American food market (click here).

For Aldi, part of its success lies in appealing not only to low or mid-income shoppers, but to wealthier ones as well. Aldi’s core shopper tends to make more money and have a slightly higher education level than the overall grocery shopper, according to Bain. In recent years, Aldi has ramped up its efforts to appeal to high-income shoppers by offering more fresh, organic produce as well as imported items like Irish cheese, brioche from France and pastas from Italy. The stores now offer private-label versions of kombucha, cold-pressed juices, an array of gluten-free products and peanut butter powder.

I personally exclusively food shop at Aldi because I can eat like a rich person without breaking my bank. Aldi carries a long line of gourmet foods, gluten-free foods and seasonal international delicacies I love but could not afford otherwise, if it were not for Aldi. How cool is that? It’s striking that the photos in the CNN article depict mostly older, disabled people shopping at Aldi. That is furthest from the truth. CNN should stop at my Aldi branch. They’ll see all the BMWs and Mercedes parked outside in the parking lot. Aldi first started out opening up retail stores in the poorest of neighborhoods. Not any more. Shopping at Aldi has now become a cult. Hopefully, I was one of their first groupies.

Aldi sells fantastic, amazing, super-healthy sustainable fresh salmon @$7.79 a pound. DH cooks the salmon perfectly and we have it once a week. At approx $3.50 a serving (vs $26 for a restaurant salmon meal) DH and I eat like a king and queen!
Fresh organic salad (romaine, spinach and arugula) brine stored feta cheese, organic baby tomatoes, Greek olives, dusted with a homemade Greek dressing (all ingredients from Aldi) hubby and I enjoy a healthy, fresh salad almost every day.
What could be better on a Sunday morning than authentic chocolate croissants flown in from France and a cup of fair-trade Columbia coffee? A package of 8 croissants for only $2.99! C’est magnifique!!
A half-gallon of simply amazing, gourmet ice cream from Aldi for only $1.96!! We stocked up on vanilla bean (puts Breyer’s to shame), chocolate and my fave, butter pecan. A box of 12 sugar waffle cones is $1.49. We love sitting outside on our deck, after dinner, enjoying a delish ice cream cone. Take that, Dairy Queen!




  1. I really don’t get the growing number of grocery delivery options. From shopping for you to pre-planned meals. All at a significant up-charge.


    • Hi Mike. That’s either lazy Americans for you or people who are just too busy. I personally would never use the service BUT when I am old and feeble, if I can no longer drive myself to Aldi, they offer a delivery service for a nominal fee. Now that I could and would use! So, I see a very good point in that. Ditto for the pre-planned meals. I could use that also in my older years. It would be a great help.
      Thanks for your comment.


  2. I’ve been exclusively shopping at Aldi this month as an ‘experiment’. An experiment that I will do all year, now. The savings has been amazing.
    I will have to shop at Walmart and Trader Joe’s for some things (I’m not a fan of Aldi pasta), BUT, so far this month I’ve eaten well and only spent $300. That’s a 50% savings from my usual bill.


    • Yup, Sharon. That’s what can be saved by shopping at Aldi: 50%. BTW, their pasta in the blue box is produced by Ronzoni. The pasta in the bags are imported from Italy. Their pastas made from other than durum semolina flour, however, such as whole wheat etc I’m not too fond of. Anyway, I still trying to keep my carbs low so I’m not eating as much pasta as I used to. PLUS when Shop Rite has their Can Can sale, boxes of Ronzoni can be had for as little as 59 cents. So, I stock up on that!
      Aldi is trying very hard to lure the wealthy shoppers in. That’s OK by me. And I’m certain it’s OK by Aldi.
      Thanks for your comment. Hugs and kisses: XOXOXOPXOXO


  3. I love Aldi’s, as does my sister. It makes no sense to pay when the quality is so good. My sister says she would only want a homemade hamburger on one of their Brioche buns. She is right. Their chocolates are so great. My girlfriend Linda introduced me to their brownie mix. Oh, my!


    • I met one of the Aldi employees who runs a side business selling hand decorated cakes. She only uses Aldi cake mixes. they’re 99 cents each! She sells them to busy mothers etc who don’t have the time to bake. She also decorates them professionally. Needless to say, she is very busy. The cake mixes are great. I only use the pound cake and the angle food cake. They’re $1.99 each but so worth it vs spending upwards of $5 for a pound cake!
      BTW, we only have our burgers (Aldi unseasoned sirloin Black Angus or their 100% white meat turkey burgers) on their brioche buns. OMG! Amazing.
      I’m getting hungry now. I better stop it.
      Thanks for your comment.
      Psssst: I have their pre-made original chicken salad on their brioche buns too. With a slice of tomato and some romaine lettuce, makes a great lunch!


  4. Just because a person drives a Jag or a Tesla or lives in a tony neighborhood doesn’t mean they are rich. Most likely it means they are deeply in debt. IMHO.


    • Hi Florence. Could be true. Unfortunately, that’s how some people judge other people, including those executives from Walmart as they walked the Aldi parking lot. The BMW etc car owners could also be in deeply “affordable” debt and just lease the cars. Regardless, you’re looking at monthly payments in excess of $700 to $1200 a month. That’s nothing to sneeze at.
      Thankfully, the people in my neighborhood judge by the John Deere you own. LOL.
      Thanks for your observation and kind comments.


    • Florence, I did some research. Just to lease a Tesla is: The monthly payment will start at $593, but that’s only half the story — it will require a significant down payment: buyers will have to put down $7,288 for a Model S 60 kWh car, or $7,425 for the Model X at 10,000 miles a year. By comparison, a 36-month lease will require a $3,862 and $3,983 payment, respectively.
      If someone is driving a Tesla, as was parked in the Aldi parking lot, they are paying a monthly lease payment of almost $4,000 a month, in addition to a hefty $7500 down payment. I’d say almost with certainty, the person is rich. (and this was just for a lease. if they purchased the car, they’re billionaires)


  5. Hi Cindi,

    I have three brothers (I’m the only girl and the youngest of the four of us). When we were kids, my oldest brother, Mike, had aspired to be wealthy one day. We were a solid middle-class family and rich to us meant your house had a garage or you had more than one TV in your house. The four of us chose very different careers when we became adults and I distinctly remember that Mike always had a knack for making money. One of the things he did was he took exceedingly good care of his possessions. I recall that he had saved for a used car and he held onto it for a few years. He maintained it well, washed and waxed it often and when he finally sold it, he actually made money on it.

    He got married after college, had three children and worked diligently towards his goal. By the time he was 30 he was a millionaire and within ten years he was a millionaire many times over. He lives a very nice life and has worked hard for it. There were a few things that he and his wife established and still do to this very day.

    When it comes to food, they have always looked for the best prices. They established a food budget and stuck with it even though they could have had a private chef cook for them. If they ate out and if there were leftovers, they always brought them home with them. And still do. They conserve energy in their home, waste is minimal if at all. And they take care of everything. His wife is quite the fashionista but she knows where to shop and how to put a look together. And guess what? She has an ebay store where she sells her used, very well maintained, clothes and accessories after she no longer wants them.

    Theirs might be one of the Jags outside of an Aldi. I wouldn’t be surprised. I can’t say that I followed their example when I was younger. For one thing, I didn’t aspire to be wealthy. I chose a career that I enjoyed but it didn’t pay a ridiculously high salary. And I could have done a number of other things better. But I have made my own changes which I hope will have a long-term positive impact.

    Thanks again for another interesting blog article!


    • Hi Lisa. You’re welcome. I have a brother also who always aspired to be rich. He became a doctor, graduated from Georgetown University, as well as attended their medical college and he married another doctor who graduated Magnum Cum Laude from Georgetown.
      With all the upheavels in the medical profession they chose to quit being doctors at the age of 58. When they calculated how much it cost them to run a medical office, meet weekly payroll and pay for malpractice insurance, etc. they realized for every 30 days they worked, they only got to keep a small pittance of the money they earned. So, they quit and retired. (after my father paid cash for my brother’s education!!!) They invested their money well and are multi-millionaires still to this day (they’re in their 70’s now).
      Lisa, we have to do whatever it is that is right for us. To heck with what our siblings do. Growing up, I had no choice on my career. My parents forced me to go to Optical School (my brother is an ophthalmologist) because my father wanted to build some multifaceted conglamorate. I’m a creative person. I did horrible in Optical School and never got my license as an optician. Know how that made me feel? To be a failure. Despite having two worthless college degrees.
      Finally I went to a government training facility and taught myself to be a bookkeeper. My career soared because I was very, very good at managing money. Eventually I became a Budget Administrator and oversaw other people’s millions BUT I never achieved the status that both my brother and sister did.
      So what? I did the best that I could with the least I was given. What can we do?
      Anyway, my brother turned out to be the cheapest man on the planet. My sister is just an out and out thief. She stole thousands from my father. After my dad died I had to hire an attorney and fight both my brother and sister to make sure I received what my dad promised me. Plus my father had opened two accounts for my two daughters. I had to prove to my brother that the accounts really existed. My brother was the executor of my father’s estate. My brother knew the accounts existed and were real. Despicable. For what? How much money do these people want?????
      Be happy who you are Lisa. Let’s not look to others. Let’s just look at ourselves.
      I take exceptionally good care of every single thing I own. Everything is precious to me because I know how easily all can be lost. Back in 2001, when our new home was being built, we put all our furniture in storage only to have it all destroyed in a flood. The storage company declared bankruptcy and thus never paid me a penny for my loss. Hubs and I started our lives over in 2001-2002 with absolutely nothing. *shrug* It’s just a material possession, right?
      Thanks for your comment. Thank you for sharing your story. Worry about yourself and your family. That’s the best advice anyone can give or get. 🙂


  6. Aldi is 65 miles away and I do go there when I visit my kids. Otherwise, I do a local discount market and Walmart.


    • Oh, so sorry. That’s so far away. But you’re ding the right thing by stopping in whenever you are in town. Our Aldi doesn’t sell wine or beer. But whenever we are in a state that has an Aldi that does sell those things, we stock up. Whatever I can’t find at Aldi, I go to Wal Mart. Good choice!
      Thanks Cindy for your comment.


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