Aldi’s ‘no-frills’ strategy has helped make it one of the cheapest and the fastest growing grocery stores in the U.S. For the past decade, it’s been growing at a rate of about 100 stores per year and thrives in economic downturns. Aldi helps keep expenses low by stocking less: Trader Joe’s stocks around 4,000 products where Aldi only carries around 1,600 products.

WSJ explains why its unique approach to the shopping experience makes it a threat to supermarkets.

0:00 Rapid growth rate
0:33 Keeping expenses low
2:01 Low-cost image
3:38 Competing with other discount grocers
5:06 Aldi’s growth during tough times

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