Yes, I agree. In the UK they had a bad reputation at first for being low end. Now a lot of the middle classes shop at the stores, the parking lot is often full of Audi's and other high end cars.

The quality of the food in general is very good, often better than the competitors, plus it's cheaper.

Keep in mind Aldi/Lidl have went from 0% marketshare in the UK to >12% in about 20 years - very impressive growth.