Here’s What You’re Missing If You’ve Never Been to an Aldi Grand Opening

This past week, a brand-new Aldi store opened within minutes of my house. I have been surrounded by Aldi stores for years. However, they were all a ways from home, and they all required navigating some traffic to get to. So, when word got around that a new store was opening nearer than any current Aldi, it was like a dream come true for an Aldi blogger.

What Happens at an Aldi Grand Opening?

Aldi store grand openings and ribbon cutting ceremonies are major events that tend to draw large crowds. The grocer lures people in by offering two freebies to the first 100 customers: 1) tote bags containing Aldi snacks and 2) Aldi gift cards — what the supermarket calls “Golden Tickets” — that are worth between $10 and $100.

Even if you aren’t among the lucky, early-rising first 100 shoppers, you can often still score other swag, including a free empty Aldi shopping tote, coupons, or possibly even a free quarter holder keychain. In addition, all customers can scan a QR code prominently displayed in several locations — usually near the store’s main doors — and fill in contact information for a chance to win a $500 gift card.

I witnessed all of this several months ago when I attended a my first Aldi store grand opening at a location farther from my house. For that opening, the ribbon cutting was scheduled for 8:45 a.m., with the store opening at 9. I arrived shortly before 8 a.m. — too late, I learned, to be among the first 100 customers. That meant I didn’t get a tote bag of goodies or a gift card, although I did get a free empty reusable bag and a keychain quarter holder.

Still, I got to witness all of the spectacle that goes with an Aldi store grand opening: the crowds all lined up outside the store, the packed parking lot, the friendly chatter among fellow shoppers, and the sightings of Aldi corporate employees and local government officials and representatives on hand for the celebration. There was a general air of happy chaos punctuated only by a few isolated shoppers who were vocally grumpy about not being among the first 100.

I wasn’t one of the grumpy ones, but I did learn some things from attending that Aldi grand opening months ago. The most important was this: if I wanted a gift card and a free shopping bag filled with goodies, I needed to get there early.

Like, really early.

The Early Bird Gets the Golden Ticket

My second time around, I didn’t take any chances. I rolled out of bed at 5:30 a.m. and dressed in several layers of warm clothes, including an Aldi jacket. Our area experienced its first frost of the season that morning, so I had to scrape my car’s windshield before pulling out of the driveway and navigating through my neighborhood in the pre-dawn darkness to Aldi.

The parking lot was already nearly half full when I got there. I found a parking spot, and my watch display indicated it was 6:03 a.m. when I joined the end of the line along the outside of the building. I wasn’t sure exactly how many people were ahead of me, but it was obvious I was among the first 100 people. People in line nearby told me the first people in line said they arrived at 2 a.m.

Satisfied with my anticipated success — and glad I’d gotten more sleep than the people at the head of the line — I put on an ear-warmer headband and a pair of Aldi touchscreen gloves and mentally steeled myself to stand and wait for sunrise, and then wait some more. The ribbon cutting was scheduled for 8:45 a.m., with the store opening immediately after that.

Just about everyone in line around me was friendly, all in good spirits and happy to be there, even if they were freezing cold, hadn’t yet had their morning coffee or breakfast, and might have been a bit sleep-deprived.

Among the most interesting things to me about an Aldi grand opening are the short-term friendships people strike up in line. When you spend nearly three hours waiting in line with people who have nothing else to do, you talk with them. A lot. You might learn about their favorite Aldi products, and you sometimes learn their life stories.

I met a friendly woman who teaches in higher ed who told me about her various world travels. I met a couple who used to work at a bakery, packaging certain familiar name-brand baked goods. They explained that, from what they saw while working there, there were few to no differences between many name brands and store brands other than different packaging. I also met a young guy who said he was standing in line so his introverted girlfriend didn’t have to. She joined us in line later and brought her boyfriend breakfast for his trouble.

People do what they can to stay comfortable and pass the time in line. Lawn chairs are common. Some people farther back had a small propane heater, while others had set up a portable table and were playing a game. One person even tipped their Aldi shopping cart on its side to create a makeshift bench to sit on. There is also a bit of a party atmosphere, with some people going all out dressed in Aldi fan gear such as sweatshirts, hats, jogger pants, and socks all bearing the Aldi logo and classic colorful Aldi stripes.

In time, sunlight crested over the horizon and the street lights turned off. We welcomed the sun on our backs after our time spent shivering in the dark.

The parking lot completely filled up at some point. A steady stream of cars wove through the lot, searching in vain for parking spots. Some people parked at other nearby businesses and walked over to stand in the line.

Around 8 a.m., an Aldi employee walked down the line handing out small, laminated, numbered cards to the first 100 people.

This time, I was one of them.

My 5:30 wakeup time had paid off. I was number 51.

My number was displayed in large print with an Aldi logo on the front of the ticket I was handed. On the back, it read: “Grand Opening. Woo Hoo! You’re one of the first 100 in line for our Grand Opening. Here’s a little thank you to get your shopping started.” The fine print stated: “Limit one envelope per person. Must be 18 or older to participate. Must be present to win.”

A succession of cheers went up along the line as people were handed their number tickets. The former bakery-workers couple near me gave me high fives.

People quickly figured out who the lucky soul was that got the final 100th line ticket. The phrase, “It’s the guy in the black hoodie!” rippled up and down the line.

We could also see the disappointed body language of people farther down who weren’t among the first 100 people to arrive that morning. I knew that feeling well — I’d been there, too, not long ago.

Pomp and Circumstance

As the 8 o’clock hour rolled on, some local officials and Aldi corporate representatives showed up and mingled near the store’s entrance. I was far enough back that I couldn’t see what was happening, but my new friends around me in line were happy to let me duck out and stroll up to the entrance. Somewhere in the course of our hours of conversations, I had explained to them that I write for an independent website that reviews Aldi products. They enthusiastically waved me on to the front.

I listened to the mayor give a brief speech, followed by another short speech from a regional Aldi vice president. Then they quickly cut the ribbon and opened the store to customers.

I went back to join my fellow shoppers in line, and we filed into the store, wishing each other good days as we parted ways to hunt for deals. An employee near the front doors explained that we’d turn in our line tickets and get our prizes at the exit, after we finished shopping. Some people didn’t shop at all and immediately made their way to the exit to claim their gift cards and bags with goodies.

The store had a new smell, and everything was shiny, clean, and new. The shelves were fully stocked, aside from the wine section, which was completely bare. Rumor had it the store was still acquiring its liquor license.

I didn’t buy much, as I’d already done my weekly shop the day before during the new store’s “sneak peek” soft opening. Instead, I picked up just a few items and made my way to one of the cashier stations. The young guy who’d been in line with me before the store opening got in line behind me with his girlfriend. He was toting a giant tub of cheese balls. “Those are really good,” I said.

He replied, in a dry tone: “I’ve never stood in line for two and half hours for cheese balls before.”

Claiming the Goods

After I paid for my groceries, the cashier handed me a stack of coupons good for $5 off a $30 purchase, with each coupon good for a specific upcoming week. The coupons were available while supplies lasted for anyone that morning, whether you were among the first 100 shoppers or not.

As with my last grand opening, there was a prominently displayed QR code that anyone — not just the first 100 customers — could scan for a chance to win a $500 gift card. I made sure to scan that before exiting the store.

I made my way toward the exit, where I turned in my number 51 ticket and received a gift card sealed inside a small, colorful cardboard envelope. An employee also handed me my reusable Aldi tote that contained snacks and a keychain quarter holder. My gift card was good for $10. I didn’t get one of the $100 cards, but that was okay.

Back outside, local officials and Aldi corporate employees were still hanging out and chatting with customers. I was able to meet an Aldi regional vice president who was there for the opening. We spent several minutes chatting. I even got to lobby for Aldi to bring back its original Journey to India Tikka Masala Sauce, which is a long-lost Aldi favorite in my household.

Heading Home

I eventually made my way back to my car, where I had a chance to take a closer look at the contents of the reusable Aldi tote bag I’d been given.

It contained a brochure about Aldi, along with some chocolate imported from Germany, a quarter holder keychain, Benton’s Mini Alphabet Cookies, Strawberry Kiwi PurAqua Sparkling Frost, and Clancy’s Sour Cream & Onion Potato Chips.

Not a bad haul.

I drove home to warm up, drink some coffee, and revel in what I’d seen and experienced that morning. I’d braved the cold, scored Aldi freebies, made some fun connections, and overall had a great morning.

Best of all, I did it all at a new Aldi store just down the road from my house.

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Have you attended an Aldi grand opening? We’d love to hear what it was like for you. Leave us a comment below.