Aldi and inflation: „Our butter costs 1.39 euros today, the same as before the crisis.“

DIE ZEIT: Mr. Kopp, over the course of 33 years, you have achieved success inAldi SüdDid you have to memorize all the prices during your training in order to enter them manually at the cash register?

Stefan Kopp: Yes, of course! I still remember them today. For example, with the coffee varieties: The Golden one cost 3.99 Marks, The Silver one cost 2.99 Marks, and The Red one cost 1.99 Marks. However, it wasn’t difficult to memorize these prices. We used to have 650 items before. Today, our range includes around 1800. I haven’t forgotten the prices because I practiced daily at the cash register.