Lidl Grocery Stores
Whether you love it or hate it, lidl is one of the hottest new grocery stores in town. The German-based chain, which has been around since 1932, is attracting a dedicated following based on its low prices. Unlike most American supermarkets, where the average dozen eggs set you back $8 or more, lidl’s eggs are less than half that price.
In addition to affordable groceries, lidl also carries a wide selection of household goods and clothing. The store’s private-label products have been rigorously tested for taste, quality and sensory appeal. Many of them look strikingly similar to their brand-name dopplegangers, such as its thin wheat crackers and its Gelatelli frozen pizzas. Other favorites include its cured meats and chocolate, which are sourced from around the world. Lidl also stocks a few well-known brands like Jif, SeaPak and So Delicious. But 80% of what is sold at the store comes from its Preferred Selection line.
Aside from promoting its own private label products, lidl is an advocate for responsible food and environmental practices. The chain strives to offer a diverse range of organic, grass-fed and non-GMO options as well as fair trade and sustainable proteins. It also labels the origin of many items, and encourages customers to bring their own bags, buy reusable produce bags and participate in its Bring It! return program. It also offers a “Save Water” label on many of its products and links to tips for consumers on how to reduce their water usage at home.
In terms of its in-store experience, the company’s minimalist approach sets it apart from most other grocery chains. A typical lidl store contains only six aisles at most, allowing shoppers to breeze through their shopping trips without spending hours waltzing up and down them looking for ketchup or canned tuna. Lidl’s goal is to help customers save time and money by providing them with high-quality, affordable food.
The brand’s focus on care for its customers is evident from the moment they step foot in a store, with small details such as printing barcodes twice on most products to make check-out more efficient for those with limited dexterity or deteriorating eyesight. Management at lidl is also highly inclusive, treating employees as family members and placing the company’s success in their hands.
With competition in the United States growing, lidl’s US head office opened in Arlington, Virginia, in 2015. The chain is known for its multiplatform marketing campaigns ranging from Facebook to billboards and TV ads. They stay on top of changing consumer trends and adapt their promotional tactics accordingly. Their slogan is, “Lidl: quality that everyone can afford,” reflecting the philosophy of its founders, who believed that affordable quality should be available to all. This is a philosophy that seems to be paying off: lidl has seen its share of the global market double in recent years. It looks as if that trend will continue as Americans continue to seek out affordable options for their everyday needs.