stuart noble wrote

Why do the media insist on calling Aldi a discount store?

Because that is what they are.

I've never seen "discounted" goods in their stores,

Then you need to get out more. They do that
routinely with their special buys that dont sell.

and they don't try and bamboozle you with
BOGOF deals, loyalty cards and all that rubbish.

But they are generally cheaper with much of the stuff they sell.

In fact that's probably why they're so successful.

Nope, its their prices that are the reason for that.

That and applying commonsense to their strategy.

And being very aggressive indeed about staff costs.

Ours only has quite literally a total of 10 staff and
usually only 4 at most in the store at any one time,
even on the busiest times like mid saturday morning.

And often only have one checkout open too.

The late Andy Hall must be turning in his grave, having predicted
that the Lidl/Aldi style of retailing would never catch on.