Word: chernova
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Just past noon, Anna Chernova, a 68-year-old retiree, pushes her black metal shopping cart into an Aldi store on Chicago's North Side. After arriving from Russia 16 years ago, Chernova regularly shopped at conventional supermarkets like Dominick's and Jewel-Osco, but no more. "They're too expensive," Chernova says, lengthy shopping list in hand. Now she visits Aldi once a week, drawn by the no-frills chain's $2.69 gallon jugs of milk (compared with $3.99 for a gallon of Dean whole milk at Jewel-Osco) and 33¢ boxes of salt (compared with 79?...
...Chernova certainly isn't alone. Spooked by the biggest economic crisis in decades, Americans are making fewer trips to supermarkets, and many are leaving comparatively upscale grocers like Albertsons and Whole Foods in search of lower prices. According to a survey conducted last spring by TNS Retail Forward, a market-research and consulting firm based in Columbus, Ohio, 20% of respondents said they had changed which stores they go to for groceries and other household items, primarily because of the economic climate...
...stores, achieving rock-bottom pricing by offering a limited inventory and squeezing out all unnecessary costs, from in-store butchers to fancy displays. No credit cards or checks are accepted. And at any given time, there are no more than five staffers inside an Aldi store. For instance, during Chernova's recent trip in Chicago, there were just two cashiers, an employee replenishing milk shelves and a security guard greeting customers. Even using a shopping cart requires a 25¢ deposit, thereby ensuring that employees spend less time chasing carts...
Just past noon, Anna Chernova, a 68-year-old retiree, pushed her black metal shopping cart into an Aldi store here. After arriving from Russia 16 years ago, Chernova regularly shopped at conventional supermarkets like Dominick's and Jewel, but no more. "They're too expensive," Chernova says, clutching her shopping list with one hand. Now she visits Aldi once a week, drawn by the deep discounter's $2.69 1-gal. jugs of milk and 33-cent boxes of salt. "I've got to save my pennies," she says, heading into the store. Chernova certainly isn't alone...
...Spooked by the gravest economic crisis in decades, Americans are curtailing their spending. They're making fewer trips to supermarkets and migrating from grocers like Albertson's and Whole Foods to deep-discounters like Aldi and Save-a-Lot. And it's not just retirees like Chernova. These spartan bastions of private-label goods are looking a lot better to a broad range of shoppers. "Prior to the economic slowdown, we were prospering. But now we're seeing customers looking to save money, and our foot traffic has increased," says Jason Hart, president of Aldi US, based in Batavia...
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