About 70 years ago, brothers Karl and Theo Albrecht, fresh from military service in World War II, took over their family's store in Germany, a mining neighborhood of the bombed-out industrial city of Essen. Back then, their stores offered just 250 items, the essentials miners' and steelworkers' families needed to survive—flour, sugar, coffee, butter, bacon, peas, and condensed milk. In the 1950s and '60s, Germany's economic miracle took off, and a wave of glitzy supermarkets selling thousands of items sprouted up to serve the newly affluent middle class. But the brothers didn't flinch. They moved forward with a counter-cultural business model: limit choices and keep it simple.

Recently (September 2017) The Wall Street Journal noted the remarkable success of the grocery chain started by Karl and Theo—Aldi.

Dim lighting bounces off brownish-tiled floors. The shelves are sparsely filled with cardboard boxes. Checkout lines stretch to oblivion. There is nothing super about these stores. Yet their owner, German discounter Aldi, is betting billions it can win over spoiled American shoppers. How? By offering them fewer choices—way fewer—than rival retailers.

The unlikely proposition has worked nearly everywhere Aldi has set foot. The company that started from a simple suburban grocery store in Germany's industrial northwest is now one of the biggest retail groups in the world with more than 10,000 locations, businesses in 18 countries and annual revenues approaching $83 billion.

Possible Preaching Angles: (1) Contentment; Discontentment; Choices; Satisfaction—God may want us to find deep satisfaction through less rather than more choices and options. (2) Parenting—Sometimes parents need to offer there children less rather than more choices.