What started as the name for the middle aisle in Aldi Stores has now become an international fan club for the discount supermarket. Aldi’s unofficial Aisle of Shame, which is can be called ‘Special Buys’ in-store, changes weekly. It is a split of edible and non-edible products that might be the last of the stock, seasonal items or a way to test the popularity of a new product.
The original ‘Adli Aisle of Shame Community’ group on Facebook has 1.4 million members worldwide, although the USA and Australia are the most popular fans. It was started in 2019 by superfan Stefanie Riley as a way to share her thoughts on the middle aisle of the store. It has now grown to a community that shares any great finds in store, recipes and product reviews.
Aldi has a number of other online fan clubs all across the globe, ‘TheALDINerd.com Community’ has 1.4 million members, ‘Aldi UK Shoppers’ has 252,000 members, ‘Aldi Customers Ireland’ has 30,000, ‘Aldi Fans Australia’ has 54,000 and ‘Aldi Nerd Community Recipe Group’ has 734,000 members.
The middle aisle has turned the supermarket into a community.
