I AM standing in the queue at a branch of Sainsbury’s Local in Darlington.

The customer in front of me is holding a carrier bag brimming with nothing but part-baked baguettes – the kind you re-heat in the oven until they are hard as bullets on the outside and the consistency of Play Doh in the middle - at least they are when I cook them.

His huge haul of bread has been purchased from one of the budget supermarkets that have been steadily gnawing away at the profits of Sainsbury’s, Tesco, Morrisons and Asda to such an extent that last week Tesco issued its fourth profits warning in five months sparking a sharp drop in its shares and causing credit rating agencies to warn they could downgrade the company’s debt to junk status.

It is pleasing to see the big supermarkets being given a run for their money, or more accurately a run for our money. The rise of Aldi, Lidl, et al is fuelling a price war that in the short term will bring shoppers a better deal – although there is a risk that when the minnows secure themselves a big enough share of the market they will become as profit hungry as the big boys and quickly hike their prices. The rise of discount grocers is often made to sound like a victory for the little man, whereas in truth it’s a bit like cheering on Hull City's players against Manchester United's – one bunch of millionaires slugging it out for supremacy with an even richer bunch of millionaires.

Nevertheless, in common with an increasing number of shoppers I often find myself popping into Aldi and Lidl and ending up with a bizarre collection of treats: super-sized jars of black olives, German crisps, and tins of soused anchovies.

Back in the queue at Sainsbury’s it's becoming apparent that baguette man is similarly well-oiled.

"Got any of jars of garlic?” he asks the cashier, explaining: “We're having garlic bread."

The lass behind the till is showing the kind of patience and care that suggests many convenience store staff perform a valuable social service which often goes unnoticed.

”Sorry love, we don’t have garlic in jars,” she says, “But we do sell fresh butter and fresh garlic. Why not just make your own - it’s much cheaper and tastes nicer?” she suggests brightly.

"Do I look like Jamie ****ing Oliver?" asks baguette man, before staggering off into the Darlington night.

Supermarkets may be adapting to the times but tough customers never change.

Follow me on Twitter @bizecho