If you categorize Crest and Winco with Aldi, then you are most surely free to your opinion, but you're woefully incorrect. If you're going by corporate slogans, Walmart ("beware of falling prices", "everyday low prices", "save money, live better") is also in the same category, as is Target ("get more, pay less"). Isn't the motto of EVERY store (with the exception of Whole Foods, who wears their "Whole Paycheck" label proudly) some variation of "shop here and save"? Including the much-worshipped Trader Joe's, who in a recent radio spot said "Instead of wondering how to make shirt racks fit in the grocery aisle, we’re providing our customers incredible values on interesting products, every day."

https://www.traderjoes.com/digin/post/food-beverages

If you look at the "our story" section of the website, they talk about value and everyday low prices and keeping costs low and saving money. No, I'm sorry, but if we go by corporate buzzwords, everything is a "discounter". My point stands, Kroger would do very well here if they put in some effort, as others have shown. If they half-assed it, they would share Homeland's fate.