As a German, this article kinda reads like a misconception about what Aldi is actually supposed to be and what it's doing right now: It's a discounter, always h

As a German, this article kinda reads like a misconception about what Aldi is actually supposed to be and what it's doing right now: It's a discounter, always has been a discounter and now it's trying to be a "discounter with class". You don't go to Aldi to get the biggest selection and all the big brands, you go to Aldi to pay less for your food because Aldi doesn't spend as much money on making "everything look nice and have the widest selection" compared to their competition, at least here in Germany, so they can undercut the competition with prices. Recently Aldi Süd has started to change this, even in Germany. Stores are being renovated and made to look "fancier", with some added selection in wares, getting closer to other non-discounter supermarkets like Edeka and Rewe. At this point, Aldi exists on kind of a middle ground between the pure discounters like Netto and the "brand supermarkets" like Edeka.