Lidl Things May Surprise You

Food is such a universal need and grocery stores all over the globe have made countless attempts to capitalize on ways to provide this need as well as distinguish themselves from the competition that surrounds them. That leaves them asking the same question over and over, “how can we create a positive experience for every customer that walks through our door so that they’ll want to both purchase something now and also return when they have another need?” Each customer is diverse and particular in their purpose for entering a store. They search for foods of all types: natural foods, organic foods, low calorie foods, gluten-free foods, and comfort foods, to name a few. No matter the type of food, customers can expect to find what they are looking for at the Lidl supermarket. Although this grocery store is among one of the lesser known supermarkets in the United States, its quality of food as well as the value it offers is equivalent to, if not greater than, comparable food found at more well-known supermarkets like Walmart and Publix. From the atmosphere of the store to the quality of the products, Lidl supermarkets deliver a pleasurable experience along with a variety of food options to the multitude of customers that enter through their doors. In addition, customers choose Lidl above other grocery stores time and time again because it supports local farms and businesses.

As I entered the Lidl supermarket, I was welcomed by a cinnamon aroma that smelled extremely sweet and homey.  Vegetables and fruits were among some of the first products I saw. I noticed that the store organizes its produce by type, separating the organic from the natural produce, which is not always the case in other stores. I was able to find out through the store’s website that the food they import comes directly from local farms (“A Fresh Take”). Supporting the homegrown products that Lidl’s offers is definitely a draw for many customers and keeps them coming back. Another favorable characteristic I noticed about the store’s produce is that the prices do not exceed $4.00, thus making their fruits and vegetables more affordable than some other stores. Customers can find quality, fresh products at affordable prices. The organic and natural food choices are also an incentive for many to keep frequenting the store.   

The Lidl store offers a variety of food items to choose from. A few of these food categories include: bakery, snacks, and produce. As I mentioned earlier, among the produce section of the store are both organic and natural foods. While digging deeper into this topic, I was introduced to Kathaleen Davis, a highly qualified manager at the Lidl Supermarket. I found out from Davis that about 5-10% of the total food sold at the Lidl store is comprised of organic foods. The incorporation of these organic foods presents a healthier way of living. In comparison to “conventionally-grown produce,” organic foods contain fewer pesticides and are better for the environment (Robinson). To expand on this idea that organic foods are better for individuals and better for the environment, Marion Nestle, a professor at the Department of Nutrition, Food Studies, and Public Health at New York University, writes in her “Eating Made Simple” article that “[o]rganic foods are cultivated in richer soils, so their mineral content is higher.” She goes on to say that “preliminary studies show benefits [of organic foods]” and later that “[o]rganics may be somewhat healthier to eat [than conventionally-grown foods], but they are far less likely to damage the environment, and that is reason enough to choose them at the supermarket.”(40-41). In giving each customer a choice to determine whether or not they choose an organic food item, Lidl stores accommodate individuals who prefer to live the healthiest lifestyle, individuals who are not as concerned, and individuals that want the best for the environment.

Besides offering customers good deals on fresh produce as well as healthy options for consumers, the building’s ambiance appears clean and calm. The store relies on a lot of natural light, giving it a sense of energy and vivacity. During my visit, I did not observe a lot of customers but I assumed that was because I arrived during the middle of the day. In general, however, the market seemed very fresh and new and incorporated many interesting features to keep customers returning.   

After observing the building’s physical appearance, I was able to learn some details regarding the store’s origin. According to Kathleen Davis, the Lidl market first began in Germany during the year 1973. From there, the store spread like a wildfire, eventually reaching the United States. In total, there are 10,000 Lidl stores across Europe and the United States. Upon further research, I found that the original owner of the store was Lidl Stiftung (“The History of Lidl”). Additionally, I discovered that the chief competitor of the Lidl stores is another German-based store that is similar, Aldi. Like Aldi, Lidl has also adopted the “no frills, zero waste” way of displaying products in their original packaging. This helps to keep cost a little lower for their customers. Compared to Aldi, Lidl offers more branded items and low-priced gourmet food options. There are currently 68 Lidl stores in the United States. The Snellville Lidl opened in January 2019. Though the Lidl store located in Snellville is still relatively new, it has captivated the interest of many customers and has done exceptionally well.

I learned from Kathleen Davis that the particular Lidl store I visited attracts a variety of customers. She mentioned that their clientele is diverse and multi-cultural. There is no single ethnic group that seems to frequent the store more than another group. This reflects the community that surrounds the Snellville Lidl. Although the store was not busy during the time of my visit, Davis did mention that the time of day, day of the week, and even the season can contribute to the volume of customers. Davis also stated that the busiest days are Wednesdays. In addition to the hundreds of customers that enter through the store’s doors, each customer generally seems satisfied with his or her order. This one fact reinforces the dependability of Lidl stores.

In addition to researching the entirety of the Lidl supermarket, I ventured to a Walmart Supercenter to compare the two stores.  In doing so, I found that both stores coordinate their food items remarkably well. The Lidl market has their produce at the front of the store near the entrance, their dairy products towards the back of the store, their bakery off to the left of the store, and all other foods, such as cereal, chips, and baking products in the center of the store. Similar to Lidl, Walmart has a majority of their foods located in organized rows with the exception of their produce, which is placed off to the left of the store I visited.  This idea of grouping products in organized aisles could potentially pose as a technique for making customers feel more welcomed and less stressed. If one were to organize his or her products to match the organization found at other stores, customers would already have an easier time finding products. As mentioned, both supermarkets group their products excellently. The one major organizational difference I did notice, however, was the way each store handled organic food labeling. While Lidl labeled their organics with a visible sign that hovered over the foods, Walmart labeled their organics on the actual container and did not put their organics under one single group as far as I could tell. This simple difference is not enough for me to discredit Walmart. However, from my experience as a customer, I prefer the Lidl approach where organic foods are placed under one category and clearly labeled.

All in all, the Lidl supermarket is a grandiose store which one should make time to visit. The design and cleanliness of the building, the incorporation of organic foods, the selections of products, the affordable prices, and the satisfaction of the customers all contribute towards the store’s astounding attractiveness. Not only does the store offer all of these amenities, it also does exceptionally well in its never-ending competition with other supermarkets, specifically Aldi. I guarantee that it is worth the trip to make a stop by Lidl next time you are out shopping for groceries. 

"A Fresh Take on Fresh Choices." Lidl, www.lidl.com/quality-standards/produce. Accessed 29 September 2019

Davis, Kathleen. Personal Interview. 24 September 2019
"Lidl"by Sean MacEntee is licensed under CC BY 2.0

Nestle, Marion. "Eating Made Simple."

Robinson, Lawrence, et al. "Organic Foods: What You Need to Know." HelpGuide, June. 2019, www.helpguide.org/articles/healthy-eating/organic-foods.htm

Ward, Luke. "The History of Lidl." The Fact Site, www.thefactsite.com/history-of-lidl. Accessed 2 October 2019