Kaufland is totally different from Aldi and Lidl. It is not a discounter but a full range supermarket. They also some clothes, books, car and bike stuff, household items and other non-food items as well as a counter for fresh meat and cheese.
I don't like to shop at Kaufland so much because of the dark narrow alleys and I always find it hard to find what I am looking for (at least over here in Germany). Anyway, it will be good to have another competitor on the market to challenge Coles and Wollworth.