Aldi announces €60m ‘Project Fresh’ revamp
Aldi has announced a €60m "reboot" of its Irish stores in a move dubbed 'Project Fresh', which will see its fresh selection reassigned and expanded.
30 June 2017
German discount supermarket Aldi has announced a €60m investment in its Irish operation, known internally as “Project Fresh”. The Irish Times reports the company’s plans to expand its selection of fresh fruit and vegetables by increasing chiller space across its 129 stores, and shaking up their familiar layout by moving these departments to the front of all its stores. Chiller space is to be increased by up to 40% in all stores, in conjunction with the company’s aim of fine-tuning its strategy to satisfy customer demands and trends.
Project Fresh will also see the trialling of bakeries at locations in Dublin and Cork, though MD for Ireland UK Giles Hurley says “the jury is out” as to whether this will lead to a complete roll-out.
New floors and signage will also be introduced as part of the revamp, which is expected to take some years to complete in its entirety.
Aldi’s overall store network is also set to expand. Hurley revealed that three new stores are planned for Ennistymon, Trim and Leixlip, with nine “target locations” earmarked for 2018.
“I’m disappointed we haven’t opened more this year,” he said, “but we have had a few hiccups with planning. It’s frustrating.”
Aldi currently holds 11.4% of the Irish grocery market.