Brand Loyalty
If you think that dogs are more loyal than cats, you’re wrong. Not only are felines just as attached to their human owners as canines, but a couple of black cats have shown they’re just as devoted to a particular grocery store.
First the science – A 2019 study by Oregon State University researchers showed that cats exhibit a “similar capacity for the formation of secure and insecure attachments towards human caregivers previously demonstrated in children (65% secure, 35% insecure) and dogs (58% secure, 42% insecure),” where cats attachment styles were (65.8% secure, 34.2% insecure).
The research did not delve into how strong brand loyalty to a particular store or item plays out in the cat world. Too bad, because for two English felines, the grocery chain, ALDI has become his go-to place.
What is brand loyalty?
“Brand-loyal customers believe that a certain brand represents both higher quality and better service than any competitor—and the price does not matter,” as explained by Investopedia.
That brings us to a British black cat named Benji. The South Shields feline shows his brand loyalty by making daily trips to his local ALDI grocery store.
Benji shows up at ALDI so often, people think he’s lost.
Not true says his owner, Rachel Doran, who has had to put up posters around the ALDI parking lot saying Benji isn’t lost and not to feed him because he has allergies. She’s also had a collar tag made saying the same thing and included her phone number. That resulted in Doran receiving 20 to 30 calls a day from concerned citizens.
Tired of the call ups, Doran made a new collar sans phone number which reads, “Do not feed me, I have allergies. If I am in Aldi, I am fine.”
You better believe Benji is fine. When you’re a regular customer, sooner or later you’re bound to get freebies. A little FELIX Doubly Delicious Fish Selection wet cat food here and some kibble there and of course Benji is going to keep coming back.
You can find Benji frolicking in aisle eight where the refillable catnip toys are. His version of a cigar lounge.
Our cat, Chester, thought Benji was living the dream by having the freedom to hit up his favorite shop.
“Why can’t I go to our local ALDI when I want to,” Chester asked, sounding like a child.
“Because you’re a house cat and you wouldn’t know how to cross the busy street the store is on,” I lectured. ”Despite you being a pain the rumpus, we still consider you family and it would be a shame to see you flattened by a car.”
“I didn’t know you cared,” Chester said earnestly.
“Sometimes I do, sometimes I don’t,” I said. ”But I still want you in one living piece.”
“Thanks for your sentimentality,” Chester snarled.
“You’re welcome,” I offered, following the standard etiquette code.
“Maybe Benji is allowed his freedom to roam because he’s toilet trained,” I continued.
“You mean kitty litter trained,” countered Chester.
“No, I meant toilet trained. Look and learn what a refined cat can do,” I said. Benji used the toilet just like a human does.”
Chester’s eyes widened and his jaw dropped when he saw the picture of Benji doing his thing on the human throne.
“I can’t believe any right-minded cat would do such a thing,” Chester howled. ”The only good the toilet is for is drinking from. That’s why the toilet was invented.”
“Maybe you should learn how to use the toilet the way we people do,” I said.
Courtesy: Benji the Aldi cat/Facebook.
“I’d rather be mocked by mice than do that,” snapped our family pet.
“Fine,” I said, knowing when to quit before Chester went full crazy cat on the furniture.
“By the way, Benji isn’t the only English black cat who’s an ALDI fanatic.”
“Really,” Chester said showing real interest in this cross-Atlantic weirdness.
“Yes, there’s a cat from Haverhill named Lupin,” I said.
“Unlike Benji, Lupin doesn’t just frequent the cat food and catnip section. Photos of the Haverhill feline show he’s willing to wander all the aisles looking for a bargain.”
“Does he use the toilet too,” Chester asked.
“No, he views the john the same way you do, as a water fountain,” I said.
“Thank goodness,” Chester exhaled. ”I was beginning to think these British cats had better manors than we did.”
“No worries,” I reassured Chester. ”There are always a few outliers. Besides, all these cats like to lick their butts, just like you.”
Despite efforts by the store staff to escort Lupin outside, the cat always marches back in to stake his claim of the place.
ALDI doesn’t have the market cornered on loyal store cats. There are numerous photos of felines chilling out in establishments around the world.
Who needs good reviews from people? What higher praise can you get than if you have a brand-loyal cat in your establishment?
The Chester Chronicles 
Chester, you probably belong at a higher-class store than ALDI.
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