Why Grocery Store Chain Aldi Has a Cult-Like Following

Amid rising prices, shoppers are on the hunt for value — and many are finding it at growing grocery store chain, Aldi, where store visits are up more than 7% in recent months. The store, which plans to open more than 200 locations in 2025, will become the third largest supermarket chain. NBC’s Stephanie Gosk reports for TODAY on how the store has developed a cult following that has fans lighting up social media with their love for the supermarket.

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