With her shopping bag in hand, Marie-Pierre leaves bus 62. This retiree leaves do your shopping avenue du Général-Leclerc (14th century) this Tuesday, October 22. Several brands line this long Parisian artery which connects Place Denfert-Rochereau (14th century) to Porte d’Orléans. A regular at the Carrefour Market and the Auteuil drive-thru, she stops the wheels of her fabric trolley in front of the new kid: Aldi.
At 101 Avenue, the blue letters of the German discount supermarket chain shine in the night. “I once went to Aldi, elsewhere in Paris, and found pants for less than 10 euros,” says Marie-Pierre. I will come there to do a little shopping from time to time. » The store with a sales area of more than 700 m2 opened its doors to the public this Wednesday morning.
A range of 1,800 products
As soon as they enter the supermarket – which employs 14 employees including three students – customers discover fruits and vegetables. These are delivered once a day. Count, for example, 3.49 euros per 500 g tray of black grapes of French origin. “The store is configured according to the Aniko model, a German concept. First, all fresh products, fruits and vegetables, then meat and dairy products,” describes Loïc Allano, development manager.
Another particularity of this store, “for a need, a product. The main thing is there.” So, you will only find one box of extra-fine peas at a discount price. For 1,800 references in total.
The aisles are wide, lit by LEDs and at the end of the store – formerly a Bio c’ Bon and a shopping mall – a warm space allows bread and pastries to be cooked all day long.
In terms of price“they are the same in Paris as everywhere in France, it is our strength”, underlines Laurent Pugin, director of the Île-de-France regional center. “Knowing that the costs of food products in Paris are more than 20% higher than the national average,” support the Aldi teams, citing a recent study on the mass consumption market. “The brand is not increasing its city center prices. »
In the 14th century shelves, a pot of Dijon mustard is sold for 1.69 euros, a can of 1 kg of paella for 3.69 euros and Saint-Albray cheese for 2.85 euros (200 g). As for meats, “we guarantee French origin for beef and pork,” continues Laurent Pugin. Same for milk. And only 80% of poultry, due to avian flu. »
The “Pays Gourmand” products distilled on the shelves allow customers to taste the French terroir. Le Mans rillettes at 1.49 euros (a 220 g pot), Chaource AOP cheese at 2.99 euros and a packet of Breton lace crepes at 2.19 euros. “Products very popular with Parisian customers”, we note at Aldi. Furthermore, 68% of dairy products and 73% of products snacking cost less than 2.50 euros. In total, 90% of the assortment is made up of own brands.
“Everything has become expensive”
A resident of the neighborhood, Christophe says he is rather enthusiastic about this additional offer. “We count every purchase during shopping. Everything has become expensive, if I can find quality products at a lower cost, I will not hesitate,” comments this Parisian in his fifties. A non-food offering is also presented near the checkouts, with products related to the kitchen, bathroom or DIY. As well as a promotional space which evolves every week.
The discounter with 1,300 stores in France intends to continue its establishment in the capital, starting November 13 with the opening of a new address on Place de la Nation (11th), the first of the two-level brand.
Present in the City of Lights since 2021, Aldi will have more than twenty stores at the end of the year. A development largely marked by the rapid conversion – in one year – of around fifteen former Leader Prices, which the brand intends to continue from 2025.