Things like food are already a bad deal when compared to standard retailers-- they are typically smaller quantities at a much higher price per unit, and the products they carry are more processed so as to reduce costs and increase shelf-life. Then when a 1:1 comparison is made, they are often 30-50% more expensive (e.g. can of chunk light tuna for $1 vs $0.65 or less at Aldi). Going the route of 99 Center or the fast growing Five Below chain where they sell items for under $3 or $5, but with better quality items would have been an interesting approach, but that probably encroaches too much on their "up-market" Family Dollar locations? All being told, I wonder the price elasticity of candy and hyperprocessed foods are.