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Aldi entry in Mallorca

The discounter wants to conquer the island in a Majorcan way. "Currently our priority is clearly the Mallorcan" said the Catalan manager.

At a press dinner the responsible manager Juan Carlos Frean emphasized that Aldi primarily is intended to be a Mallorcan supermarket for the Mallorcan and not a German supermarket in Mallorca. From the suppliers to the products to the marketing strategy, everything is tailored to the islanders.
On May 20st, six Aldi branches will start their business in Mallorca at once. 43 suppliers from the island provide up to 100 Mallorcan products on the shelves: the chorizo ​​Sobrasada, Quely biscuits, Mahon cheese, sweet almonds. "I want people to feel at home." the manager said. Also two Mallorcan wines should be in stock.
The market entry in Mallorca has been prepared for two years, so the manager. The new markets will be located in Palmanova, Magaluf, Inca, Marratxí and two of them in Palma de Mallorca. In the six markets 150 permanent employees are employed.

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