I wouldn't underestimate the number of people whose buying strategy is "cheap, but not the bottom".

ALDI and Lidl are not the bottom. In Germany they outperform traditional super markes in many quality tests. The key is the lean store/logistics scheme to reduce costs, not to sell crappy products. This combination is almost unbeatable, especially when carried out in a responsible manner: Only the right locations, own the property, no man in the middle (think of all the US high yielding retail mall REITs), only selective use of advertisement.