In addition to being known for its low prices, Aldi grocery stores are known for their quirky policy of charging a quarter to rent a shopping cart. Crafters even make special keyrings for Aldi loyalists to always have a quarter handy!
You can get the quarter back when you return the cart, but frequently the exchange happens person-to-person in the parking lot instead of at the cart rack. A person unloading their cart often says to the arriving customer, “Keep the quarter” instead of exchanging cart for coin.
I’ve noticed that it changes the tone of the whole shopping experience. There is a niceness and neighborly consideration that doesn’t happen at other stores, and people pay more attention to those around them in the lot.
The Culture Code author Daniel Coyle writes, “Culture is a set of living relationships working toward a shared goal. It’s not something you are. It’s something you do.” Even things as small as sharing a shopping cart or foregoing a quarter can work to shape an experience. Never discount the impact of your small actions on the overall culture.
