Readers seem to be getting this, which is a relief. For added perspective, if you have a copy of George Orwell's "1984," you might want to compare its final sentence with the last sentence of this column.
On my second visit to Aldi, I paused in the parking lot to admire its lovely logo: twin trios of stylized wavy blue lines, representing the rivers of life and happiness, perhaps.
My quarter was already in hand. I slid it into a slot and a cart was released. An ingenious system that frees Aldi from having to hire someone to wrangle carts — maybe so they can go to college, study to be a doctor, cure cancer.
Where to begin? Romaine hearts, $2.69 — I’d bought the exact same trio of lettuce for $4.99 at Sunset several days before and they’d already started to rot. A bag of white cheddar popcorn, $2.19, almost half what I usually pay. But equally delicious.
Words cannot convey the magic of Aldi. The products. The bargains. My fellow shoppers, spanning the ages of humanity, from the pair of energetic little boys racing around, to the elderly lady being guided by her attentive grandson. They were all so ... beautiful.
OK, a bit of background, so you don’t think I’ve gone mad. I have a personal blog, everygoddamnday.com. On days when this column doesn’t run, I cook up something else, often conveying moments of staggering banality, of the “Neil discovers ordinary life” variety. A week ago I went to the discount supermarket Aldi, where I’d never been before, accompanying my wife.
Granted, I wasn’t in the best mood. My report, “Wrangle carts, earn quarters” was, shall we say .... ungenerous. The passage that got me in trouble, I believe, was:
My quarter was already in hand. I slid it into a slot and a cart was released. An ingenious system that frees Aldi from having to hire someone to wrangle carts — maybe so they can go to college, study to be a doctor, cure cancer.
Where to begin? Romaine hearts, $2.69 — I’d bought the exact same trio of lettuce for $4.99 at Sunset several days before and they’d already started to rot. A bag of white cheddar popcorn, $2.19, almost half what I usually pay. But equally delicious.
Words cannot convey the magic of Aldi. The products. The bargains. My fellow shoppers, spanning the ages of humanity, from the pair of energetic little boys racing around, to the elderly lady being guided by her attentive grandson. They were all so ... beautiful.
OK, a bit of background, so you don’t think I’ve gone mad. I have a personal blog, everygoddamnday.com. On days when this column doesn’t run, I cook up something else, often conveying moments of staggering banality, of the “Neil discovers ordinary life” variety. A week ago I went to the discount supermarket Aldi, where I’d never been before, accompanying my wife.
Granted, I wasn’t in the best mood. My report, “Wrangle carts, earn quarters” was, shall we say .... ungenerous. The passage that got me in trouble, I believe, was:
Aldi was new and kinda empty, not enough products filling the void and what they had were off-brands that I’d never heard of. Millville? I’d have left immediately, but my wife declared the prices low, and wanted to walk every aisle, exploring.
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