Aldi Süd has announced the opening of its first pop-up, Aldi Bistro, at the Mediapark, in Cologne, Germany. The opening ceremony will take place on 26 April.
The bistro's premises were co-designed by marketing agencies Ogilvy & Mather and Pop- Up My Brand. Eight shipping containers were 'upcycled' to create a 90-square-metre venue, with seating for around 50 people.
The pop-up restaurant is to operate for three months, serving food, wine and coffee from the Aldi product range.
It will offer daily menus created by TV and street-food chef Robert Marx, consisting of a starter, a main course and a dessert, although each course can also be ordered on its own.
The bistro venture was developed as part of the retailer's Einfach ist Mehr ('Simple is More') marketing campaign, launched in September 2016.
"The bistro is intended to strengthen brand loyalty among Aldi customers. We have chosen a central location in a large city because we wanted to create a meeting place for young and old," explained Sandra Sibylle Schoofs, director of marketing at Aldi Süd.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Martha Sparrius. Click subscribe to sign up to ESM: The European Supermarket Magazine.
