Aldi Nord changes opening hours – Rewe, Edeka and Penny too?

The discounter giant Aldi Nord from North Rhine-Westphalia wants to change the opening hours of numerous branches from November 1st due to the energy crisis.

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The food discounter Aldi Nord will close numerous branches from November 1, 2022 at 8 p.m. Aldi Nord announced the decision on Tuesday (October 18) via its Twitter channel. Aldi Nord did not say which branches are affected by the restriction on opening hours. “ALDI Nord is the first food retailer in Germany to adjust the opening hours of numerous stores and thus makes an active contribution to saving energy,” the company said on Twitter.

The measure should initially apply to the winter of 2022/23. Instead of 9 or 10 p.m., the affected branches would close at 8 p.m. from November, a company spokesman said on Wednesday. However, markets that have longer opening hours are exempt from this. “This affects, for example, markets in shopping centers and branches where customer frequency is particularly high between 8 p.m. and 9 p.m..” Customers would be informed about the changes prominently in the markets and online.

The company assured that the step would have no impact on the number of employees.

Energy is a big cost in retail. According to the company, the Rewe supermarkets alone consume as much electricity as 750,000 households – around half for refrigerating goods and another quarter for lighting. The average energy costs for a 1000 square meter supermarket have already increased from 80,000 euros a year to 140,000 euros due to the energy price increases, said Rewe boss Lionel Souque in Düsseldorf at the beginning of September. All other large retail chains are likely to have to contend with similar cost explosions.

Mixed reactions on Twitter

There were mixed reactions to the Aldi decision on Twitter. Some users welcome the decision and consider opening hours until 8 p.m. to be completely sufficient. Others see the energy saving argument more as an excuse to save on personnel costs due to lower sales.

According to information from the “Lebensmittel Zeitung”, the managing director of the retail chain Tegut, Thomas Gutberlet, wrote a letter to the 16 state governments in September to promote cuts. The regulation in Bavaria, where the shops have to close at 8 p.m. at the latest, could be a model. “In the short term, a reduction would help save energy; In the long term, it would make the job profile in retail more attractive again,” Gutberlet told the trade journal.

Neither Rewe nor Penny want to follow Aldi’s example

At the moment, however, it does not look as if the competitors will follow Aldi Nord’s example with flying colors. On the contrary. The Rewe Group announced that reducing opening hours to save energy was not being considered at either the Rewe supermarkets or the group’s own discount chain, Penny. “The achievable energy savings would be marginal,” emphasized a company spokesman. Because more than half of the energy requirements in the stores are accounted for by the refrigeration technology and is independent of the opening times.

Edeka, Kaufland and Lidl also do not want to close branches sooner

Germany’s largest food retailer Edeka also announced with a similar justification that it currently sees no reason to “offer a reduced service” to its customers. Kaufland also declined on request. “When determining our store opening hours, the expectations of our customers are paramount. The long opening hours are particularly beneficial for working people.” The discounter Lidl will also continue to be available to customers during the usual opening hours, according to the Schwarz Group, which includes Kaufland and Lidl.

The organic chain Alnatura also sees no reason to shorten the opening times. After all, the markets have always been designed for the best possible energy balance for reasons of sustainability. Even at Tegut, despite the fire letter from the managing director, it was said that there were no concrete plans for shorter opening hours.

Aldi-Süd is still covered

The Aldi Nord sister company Aldi Süd has meanwhile kept a low profile as far as its plans are concerned. The opening hours are based on the needs of the customers and, if necessary, socio-political issues are taken into account, it said ambiguously on request.

Marketing expert Martin Fassnacht from the WHU business school in Düsseldorf can understand the hesitation. The shortening of shop opening hours helps to overcome two problems that retailers are currently struggling with: skyrocketing energy costs and staff shortages. Nevertheless, such a step is associated with great risks.

“Retailers are thus opening the doors to online competition even further. They also run the risk of upsetting customers,” said Fassnacht. Because from the customer’s point of view, the reduction in opening hours is a step backwards. “People have gotten used to the long opening hours. The trade takes away some of their convenience.”

bear/dpa