Aldi has become highly successful as it has differentiated itself from competitors on many fronts. Firstly, the retailer’s focus on limited assortment gives a focus and a sense of direction to the employees and the customers. The limited assortment regularly features discounts and promotional offers where large queues are witnessed outside Aldi’s stores. With Aldi’s focus only on essential items, primary food, the ultimate savings are passed on to the consumer. The grocery business is one which is usually never out of business as consumers in various countries will continue to purchase essential food items. Hence, Aldi has stuck firmly to the provision of food items.