ALDI—the small-format supermarket chain that is redefining the grocery category—was known for low prices, but their stores didn’t always give them credit for their high-quality foods. As they embarked on opening new stores in California, ALDI needed to elevate their brand to appeal to a more discerning customer. They came to Big Red Rooster for a new store prototype that emphasized key departments like wine and fresh produce to maximize differentiation and drive incremental sales.

The new store prototype not only attracted a much broader customer base, it activated an aggressive market growth strategy that accelerated expansion into major new markets in southern and western U.S. With a new store plan, visual merchandising, fixtures, graphic communications, and lighting, the new ALDI stores deliver a millennial-pleasing shopping experience that expresses the brand’s true value—high quality at low prices. A bespoke web portal with design guidelines, specifications, and other tools helped this highly regional company engage design partners—more than 1,000 users—across the country to speed their design process and ensure consistent implementation.

ALDI’s is now quickly rolling out more than 600 of these stores over the next five years–expanding to 2,500 stores by 2022. For newly remodeled stores, the resulting lift is up to double that of set expectations.