Reddit Is Getting The Biggest Kick Out Of Aldi's Name In Slovenia
Few would argue that one of the most interesting aspects of traveling is seeing which familiar brands exist abroad, and how they may vary based on the region they inhabit.
Consumers may be surprised to learn, for instance, that Panera is known as Saint Louis Bread Co. in its native city of St. Louis, Missouri, or that in Australia, you won't find a Whopper in a Burger King, but rather in a Hungry Jack's.
Thanks to internet forums like Reddit, these days we don't have to travel very far beyond our couches to learn about these parallel universe versions of our beloved brands. And members of the popular Aldi subreddit know this to be true. Most shoppers are aware that Aldi a discount grocery store brand with locations spanning across North America, Europe, Asia, and Australia. What Aldi shoppers may not realize, though, is that in one particular Balkan country, shoppers would be hard-pressed to find a store known as "Aldi."
A Slovenian Pseudonym?
Readers of the Aldi Reddit thread were surprised to learn that Aldi in Slovenia is not, in fact, "Aldi" after a user posted photos of their visit to a Ljubljana store. Though the store's brand design and interior layout may look more or less the same, the store is called Hofer.
The Aldi name is actually an abbreviated form of Albrecht Discount, named after the chain's founding family. While Aldi names vary slightly based on the country — think of Aldi Suisse in Switzerland and the opposing Aldi Nord and Aldi Süd in Germany — Hofer is certainly the furthest stretch from an Albrecht family tribute. And the reason for this stark difference comes down to marketing.
When the Aldi company decided to expand internationally, it started in Austria, purchasing a local grocery chain called Hofer. Because of the store's high local brand recognition, its new parent company decided the Hofer name would prevail. Today, Austria and its neighboring country Slovenia are the only countries that boast this Aldi name alternative.
The allure of an Aldi abroad
Redditors displayed the utmost fascination for the Slovenian store. The fascination was not only with the name Hofer, but also the differences in the store's offerings. One feature users noticed was the in-store bakery. One American user commented, "I wish we had that fresh bakery section here." They also poked fun at the American flag adorning the packaging of what appears to be hot dog buns.
Users also commented on the location, praising Slovenia and its capital city Ljubljana as wonderful travel destinations. They left comments such as "Highly recommend. I went to Ljubljana thinking I'd do loads of daytrips and turns out I loved the city itself..." and "Lovely country. Not as bougie as France and other Western European countries but I loved the vibe and so affordable."
If Slovenia's beauty isn't reason enough to warrant a visit, perhaps its high-quality Hofer stores could convince potential tourists.