Aldi Süd opened a pop-up restaurant in Cologne last week in an attempt to promote its fresh food division. Customers could eat meals prepared solely with Aldi products.
Cheap menu of the day
The stunt is part of its “Einfach ist mehr” (Simplicity is more) campaign, designed to emphasize the discounter’s good (quality) value for money proposition. Because the chain is about simplicity, there is not an extensive menu, but a three-course meal for 7.99 euro, created entirely from Aldi products. For the main course, customers can choose fish, meat or the vegetarian option.
The restaurant aims to be a “meeting area for both young and old to meet Aldi products’ quality”, Aldi Süd marketing director Sandra Sibylle Schoofs said in a press release. The mobile bistro operates out of eight containers and even has a roof terrace. Its interior is “urban” with vintage furniture and it will say in Cologne for three months, open every day from 11h to 21h. After that, it will go on a tour across Germany.
