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By Sammi Cohen

Aldi is the common brand of a German family-owned discount supermarket chain with over 10,000 stores in 20 countries. The grocery chain was founded by Karl and Theo Albrecht in 1946 when they took over their mother’s store in Essen, which had been in operation since 1913.

According to the Democrat and Chronicle, Aldi’s is making its way back to the North Winton part of Rochester. Aldi’s has tried for years to open a store in the area, but were blocked by landlords and area residents. Still, the chain has to wait for Rochester to OK the signage before they start their remodeling plans, which would involve reconstructing the former Tops Friendly Markets.

“This is where it hurts,” said Mary Coffey, a co-chairperson of the North Winton Village Association. “Although we are thrilled to death about Aldi’s, the big concern is what is it going to look like?”

North Winton residents have expressed their disappointment over how the former Tops will be remodeled. The plans involve an angled roof and a combination of aluminum and masonry for the storefront veneer. Since 50% of all customers who enter a business do so because of the signage, the visual aesthetic is crucial for both organizations and consumers alike. To put it another way, nearly 85% of people surveyed agreed or strongly agreed that signs can convey the “personality or character of the business.”

“Aldi has changed its traditional look and is going with something more modern,” added James Seitz, president of the Browncroft Neighborhood Association who opposed the original Aldi plan based on its design. “Some people have liked it, and some people think it’s too edgy for the street.”

According to Rochester City Newspaper, Flaum Management, the commercial real estate firm that owns the property, has committed to upgrading the landscaping and lighting across the plaza.

“We are committed to working with the neighborhood associations to create a property that works within the scope of the neighborhood,” said Loren Flaum, VP of finance for Flaum Management.

Tags: Aldi, North Winton, Rochester

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