High-end quality at low-end prices, for the most part. Great cheeses, vinegars, olive oils and wines at low prices. Excellent prepared foods at amazing prices, especially in the frozen aisle. Some unusual things you won't find elsewhere, and bought directly from producers to keep the prices low.
I've heard that you can find some of the same stuff at Aldi, as they're connected to Aldi, but I have a hard time shopping there. There's something in the air that shuts down my breathing (mold? bug spray?) plus I find the place depressing. I already detest grocery shopping, and the layer of despair makes it a no-go place for me.