The Return of the Jedi Corbett, page-77

Personally I hate shopping at Aldi. Rude staff, shoppers def appear to look like they are at the low end of the market (sounds bad to say) and getting rushed through the checkout and having to throw stuff into bags to keep up is stupid. The weekly specials are generally quite good but I often don't bother because I just assume they will sell out within 10 mins.

They don't have "no frills" branding though which I think is key for them, everything is branded/packaged just like the original it's knocking off. Maybe woolies need to scrap the home brand and maybe the select range and retarget that market. Since the entire range at Aldi is effectively a no frills brand/price it will be hard since woolies need to make a differentiation between the no frills and premium without making it too obvious.