Dear Aldi, please don’t call us “Dear Customer”.

I realise that in the German language as well as in other European languages it is acceptable to refer to someone as “My dear…whatever”.

In Australia, however,  this sounds patronising and sarcastic.

Our Australian culture is much more casual than the German one and even irreverent at times. We don’t bow and scrape and act obsequiously even when we are courteous.  So being called “”Dear Customer” is strange to our ears, especially when the announcement is “Dear Customer we are closing Checkout 2. We  are opening Checkout 3”   and you feel like clicking your heels together  and saluting  “Jawohl”.

Dear Aldi, you can always simply announce that you are closing a checkout by saying  “We are now closing Checkout 2 and opening Checkout 3. Thank you.”


3 thoughts on “Dear Aldi, please don’t call us “Dear Customer”.

  1. They are jitney saying Dear customers in the sense you are thinking of, rather they are using dear to grab the attention of the customers. It is used to address the customers. Like in a letter. Dear customers is used in place of attention customers, they’re not saying that the customers are dear to them.


    • You are quite correct, Asher, but I was simply pointing out the difference between the two cultures. I never suggested that the customers are dear to them although it is ironic that whenever Aldi says “Dear” a checkout closes and the waiting for service takes longer. By the way, Asher, the customers should be dear to them because “no customers, no business.” Ya sicher!


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