Aldi is fixing a major weakness and coming straight for Whole Foods

The discount grocery chain Aldi is taking aim at Whole Foods with a new store design.

Aldi debuted the new design this month at a store in Richmond, Virginia, and it looks almost identical to Whole Foods’ new cheaper chain of stores called 365 by Whole Foods.

The Aldi store has softer lighting than its older stores, as well as a larger fresh produce section, wider aisles, and electronic displays on the walls.

Here’s what it looks like:

The new Aldi store looks similar to its older stores on the outside.

But stepping inside, it feels much different. The lighting is softer and more natural, and the aisles are wider.

Permanent shelving fixtures are everywhere in the new store. In the older stores, shown below, many items are stacked on top of each other in cardboard boxes instead of placed on shelves.

Spotlights in the new store help make the fresh produce section a central focus.

The produce area is much larger than in Aldi’s other stores.

Like at other stores, most of the produce is sold in bulk packaging.

It looks eerily similar to this 365 by Whole Foods store in Los Angeles.

At the new Aldi, there’s a large refrigerated section devoted to produce.

Fruit, salad greens, and vegetables are available, as well as pre-made dips and soups.

There’s no deli but there are tons of packaged cheeses and meats to choose from.

There are digital displays and lit signs everywhere promising quality and freshness.

Refrigerators line the entire perimeter of the store.

365 by Whole Foods, shown here, has a similar setup.

Unlike at 365, however, there are home goods at Aldi like pillows and holiday decorations.

Aldi, which is about 30% cheaper than Walmart, is growing rapidly. The chain has about 1,500 stores in the US with plans to add another 500 in the next couple years. 365 by Whole Foods has three stores with plans to add 16 more in the next year.