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5 Reasons why Lidl could succeed in the States

I’ve already discussed Aldi in the United States. In another recent post, I talked about the German discount grocer Lidl and its plans to expand in the States. Lidl is the largest chain of the Schwarz Group, one of the Top 10 retailers worldwide. At the same time, Lidl is also Aldi’s main competitor in Germany and Europe. Here are 5 reasons why Lidl could succeed in the States.

Both Aldi and Lidl sell their products in cardboard delivery boxes and only accept cash or debit payments. Service is not a main concern at either store. Efficient processes are their focus to keep prices low. Similarly, both Lidl and Aldi sell high-quality products. At least in Germany, Aldi and Lidl are relevant for everybody.

Frontal attack in the US against Aldi

According to Washington Top News (WTOP), Lidl found 2 locations for its first stores in the United States. The new stores are located in Prince George’s County, near several Aldi locations. Both proposed Lidl stores are under 5 miles away from an Aldi store, making this expansion an obvious targeting of their competitor (see map below).

Location by Branch Avenue and Curtis Drive in Suitland, MD. 4.6 miles away from Aldi. Location at former car dealership Melvin Motors in Bowie, MD. 2.7 miles away from Aldi.

5 reasons why Lidl could succeed in the States

How big can Lidl get in the United States? After living in Germany for 20 years and also working with Aldi, I am familiar with both companies. Here are 5 reasons why Lidl could become successful in the States.

1. Bigger stores

This summer, Supermarket News announced that at 31,000 square feet (2.880 m2), the Lidl location in Bowie, MD, appears to be larger than the nearby Aldi. A typical Aldi store is usually about 15,000 square feet. In Germany, where both chains come from, these stores are similar in size. It seems that in the US, Lidl wants to offer more SKUs—and potentially more brands—than Aldi.

2. More brands

One difference between Aldi and Lidl in Germany involves their assortment policies. Lidl has always relied on more brands than Aldi. I would guess that Lidl USA will carry products at prices that are at least comparable to Wal-Mart’s and lower than the prices of standard supermarkets.

3. Freshly baked goods

About 6 years ago, Lidl and Aldi started to sell fresh breads and “Brötchen” (bread rolls). This was a huge success from the beginning. Focus, a weekly German magazine, reported last Sunday that since this initiative, many local bakeries closed because they could not compete with Lidl and Aldi.

Don’t misunderstand me: there are no bakeries inside these stores. Instead, both chains have adopted an all-in-one baking-vending model. I can’t imagine that Lidl will start right away by selling fresh breads. US culture does not emphasize bread as much as German culture.

However, why not offer bagels and pretzels? Lidl has the know-how for baking Bretzel (which is what a pretzel is called in Germany), and baking in the store has a major impact on the shopping experience. Imagine a fun new supermarket smelling like homemade bread. Lidl and Aldi didn’t anticipate the effect on the customers, but customers often enjoy warm bakery smells while shopping. Additionally, buying bread at these discount stores was nearly 70% cheaper than purchasing bread at a bakery.

4. More Advertising

Lidl is usually more promotional than Aldi. In February 2015, the company started an image campaign on German television. In the UK, Lidl spent around $30 million in advertising in 2015. In the US, Lidl will probably not start with TV ads immediately, but I expect inserts in local papers, probably online advertising, and some kind of sales promotion.

5. Salaries above average

Supermarket News announced that salaries at these new Lidl stores will be above average. Considering the low customer-service level at the German rival Aldi, it seems to me to be a good idea to pay employees better. Better pay translates to higher employee satisfaction, which leads to higher engagement in the store, which creates more satisfied customers.

In your experience, what other factors will help Lidl to become successful in the US? Share in the comments!

6 Comments

I am an American from Florida, who has lived in Germany for a couple of decades, but have a house in West Palm Beach and travel often back to the States.

Over the last few years, competitors such as Winn Dixie have been largely driven out of the Florida Market by Publix and Wallmart. I welcome Aldi into the market, and I hope that Lidl follows. In other markets in the South, the consumers often only have Kroger and Wallmart. The States also have Costco, which is the American equivalent to Metro, but not all Americans (like Germans) have access. The ant-competive behavior of of the large grocery chains should be attacked. Aldi and Lidl have a very good chance in the States. I wish them well.

Thank you for sharing, Craig.

I find quality to be similar of the US Aldi products. The selection is certainly bigger and better in Germany – and that seems to mainly be of the “higher” end / quality products. US Aldi does a good job though of the “Deutsche Küche” German specialty items, which are very authentic. Also, many of the chocolates are identical 🙂

I know that, when possible, Aldi works with its German suppliers. And in Germany, Aldi Nord/North and Süd/South (for details check my former post http://www.howtoguide.org/aldis-success-in-the-us/) have merged their purchase departments. I would say that they work also together in the States. At least a couple of imported products are quite similar: the small sausages for example, or actually the French chocolate truffles.

Very interesting Catherine, I will follow-up and see what Lidl will accomplish in the US.

Unfortunately the Lidl quality here in France is much lower than in Germany (same for Aldi).

Nathalie H, mother of a little Caribean princess

I will let you know!

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What is Parchment Paper and where can I find it?

Is parchment paper aluminum foil, or wax paper? Aluminum foil says parchment. Thank for any help on this. I have made bagels once, but didn't know what parchment paper was, so just set it directly on the baking sheet. I would like to do it right.

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Parchment paper is neither foil nor wax paper. Think of it as baking paper - they're sturdier than wax paper because wax paper smoke in the oven once it hits a certain temp - parchment paper can withstand higher heat.

I use parchment paper for many things - like lining a cake pan, cookie sheet, piping, etc.

You can buy these rolled up, but that's a pain to use. It's also more expensive buying at the grocery store. I get mine in pre-cut sheets of 100. You can get these at King Arthur flour for $20 or save yourself some coin and go to webstaurantstore.com and buy a pack of 100 for under $5.

I also love the cake tins at WS - I have 2 calphalon pans I bought for $20 each. At WS, they have these basic cake tins for about $4 each and they work brilliantly.

You can also find it at most larger grocery stores. The only brand I ever see at grocery stores is "Reynolds"(a maker of aluminum foil). That might be the cause of your confusion.

That may be your simplest option, and possibly your least expensive, depending on your habits/needs. And again, depending on how you use it, it can be very durable/reusable. It is used very much like wax paper, but can be much more effective and durable.

I bought a roll over 3 years ago and maybe I have used half of the roll. Not that it is a very large roll or anything. I am just very frugal with it and don't use it if I don't have to. I guess a roll cost about $3 at the grocery store, but there seems to always be a .75 to $1(usually $1) off coupon at their website. This will bring it down to about $2/roll.

There is at least one long thread(search) here discussing parchment paper.

Reynolds is only what I can see at our local stores as well. I may do a deep searching for it. Im looking into bluepromocode.com site, looking for those coupons. It may be available there and might able to grab couple of them with the discounts of course. Thanks!

Our Target also sells the Reynolds brand rolled parchment paper.

Parchment paper is key for any cooking which requires no sticking. I use it routinely for breads, pizzas, and baked goods. It eliminates the need for greasing and you can even use it more than once. It doesn't burn in the oven (but don't use on the grill!!).

I would say to not use the roll. It is always curvy and a pain to use, not to mention way expensive. I have used King Arthur's half sheets, but good to know about the webrestaurantstorecom. It is so much easier to use and they last a long time. You can trim them, too. The roll is just such a nuisance not worth it.

I use to think like you, I got frustrated with the rolls..

But then I sew this brand- www.boolik.com , it's really much easier! (:

It's a bit more expansive, but for me it's totally worth it..

Parchment paper is paper that has been treated to make it high-heat tolerant and basically non-stick when used for baking. Wax paper is simply coated with a thin layer of wax to make it mostly non-stick, but isn't good for baking. Parchment paper has no coatings or films, it is just a special kind of paper. As others have said, it is sold in both rolls and sheets. The rolls are what I buy. It really can be a pain to get it to lay flat, but it's so convenient to run to the store and pick it up, unlike the flat sheets that most stores don't carry. Plus, I like being able to roll off the amount I want to use, not be stuck with one exact size sheet. In order to lay it flat, I just turn it so the curl faces down, and once food is placed on it, it generally doesn't move.

There are other products you can get that work in a similar fashion to parchment paper. Silpats are baking mats which are coated in silicone, and are flat, non-stick and re-usable. You can cut them to the exact size of your baking pan or sheet, and use them for years, from what I've heard. I haven't ever used one, so I don't really know. But silicone is used in lots of cooking utensils now, and it is very heat resistant and easy to clean. You can even buy bakeware that is made of or coated in silicone already, in which case there is no need for a Silpat or parchment paper. And, of course, all these things are a matter of convenience and/or personal preference anyway. Baking directly on a metal pan/sheet or a baking stone won't hurt your bread, so you could just keep doing it that way.

P.S. Parchment paper, Silpats, and even non-stick coated metal pans all have maximum temperature ratings. Look out for that when choosing what to buy and/or use. Some bread recipes call for very high oven temps.

As not to be misled, most popular parchment paper(that is being spoken of here) for cooking/baking, in the US, is coated/treated. Usually with a silicone or a "chromium(? iirc)" type compound.

The Reynolds rolls, I'm almost positive, are silicone treated. The almost unbelievably inexpensive stuff is usually treated with the "chromium", or whatever, type material.

That's not to say there isn't any untreated parchment, but it is probably pretty rare, as of now. And it will almost certainly be labled as "non-treated/non-coated", whereas the more populare coated brands are not likely to indicate such.

Again, there is a thread here, somewhere, where this is discussed.

Sorry, mrfrost, I didn't know that. I was going by what I could remember of what I read somewhere else. Leave it to commercial interests to figure out how to make a simple product more complicated! Thanks for the clarification!

Does anyone use a silpain mat? They are supposed to be for bread, and have a higher temperature rating.

Are you referring to a silpat? Those are very good and can be used in anything from baking cookies, sugar work, or even bbq ribs.

I get 100 sheets of parchment from WS, and even though it could cost more than silpat over the course of a lifetime, I save washing up. lol

The silpain is similar to the silpat, but is made for bread. It apparently has interstices that allow moisture to escape. Made by the same company as the silpat.

I decided to try one out. At $14 including shipping on ebay, it will definitely be less expensive than parchment over the long run.

I use a $5 Aldi store knock off. I use it about twice a week, on average. I use it to line a baking sheet(pan), and usually bake rolls on it.

I don't recall a temperature rating, but I almost always preheat my oven/stone(30 minutes, or so) to 450 - 475º, baking at somewhat lower temp after 3-5 minutes or so.

It is starting to show a little wear after over 3 years. I'm sure a "more genuine" article will be just a good, or better. However, I would not expect either to last that long if baking with the mat directly on the stone(don't know if anyone does that).

mrfrost, what is the Aldi store knock-off called and where in the store is it located? I shop at Aldi, but I never thought to look for something like that.

Silicone Baking Mat

Their Kitchen Living brand. Seems to be a seasonal item stocked during Thangsgiving/Christmas. Hence, located with the seasonal items. They typically blow out whatever is leftover with discounts after the holiday period ends.

I use the reusable from Amazon ( seller Kitchen Supply ), $5.00 ,and to clean it I just hit it with a damp sponge, works great for really wet bread like ciabatta. I have had this one for over a year and still going strong.

Parchment paper comes off the roll with a lot of curl still in it. Just put the inside of the curl face down and it's much easier to deal with. Curl side up just keeps rolling itself back up.

Exactly! Seems so obvious to me.

Parchment paper made of Parchment and getting a bleaches process (which is not the most healthy, (this is the way I always check that the parchment paper I buy is FDA approved).

There is a non-stick (usually) silicon coated layer that make it non stick (but with some of the brands you still need to use some oil or butter to prevent the sticking).

It's great for anything you want to bake (or even cook) without sticking.. and it's saved me so much cleaning time..

I really love to use the Boolik brand, I only find it on Amazon so far.. but I have a prime so I get it free to my house the next day..

The box is really sturdy, and it makes the whole ripping process much better! (usually it's frustrated using a roll).

It's a bit more expansive.. but since Iv'e tried it I can't be happy with the cheaper brands I used before..

I recommend to give it a try (:

www.boolik.com (this is the only site I found, beside Amazon)

Anyone know who makes the costco / kirkland parchment? I use that. It's large and a single sheet covers a cookie sheet.

I believe the Kirkland parchment is made by a company named Ahlstrom, in France. I use the Kirkland and have great results all the time. It is a quality product in my opinion.

Ooops, bubblegum (double post).

I'll hop on the end of this thread to note something I wish I had learned a long time ago: you can reuse parchment paper as many times as you want until it becomes uncleanable/ripped. (breadboy025 notes this too)

Wipe it off after baking, and put it back on the pan for storage so it's still there the next time you need the pan. I'l probably be on the same roll after two years if I had just known that.

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Bratwurst brötchen

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Resepti on jo lisättynä suosikkeihin.

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Valmistusohjeet

Bratwurst Brötchen eli saksalainen makkara-hapankaalileipänen

Kaada hapankaali, valkoviini, omenamehu ja sinappi kattilaan ja kiehauta.
Anna hautua hiljalleen, kunnes valkoviini ja omenamehu ovat keittyneet kasaan.
Mausta seos suolalla ja pippurilla.
Grillaa tässä välissä bratwurstit. Leikkaa sipuli renkaiksi tai suikaleiksi ja grillaa samalla myös sipulit pehmeäksi.
Paahda leivät grillissä ja voitele leivät sitten oliiviöljyllä.
Kasaa leivät kokoon niin, että asettelet jokaiselle leivälle reilusti hapankaaliseosta ja 1-2 grillattua bratwurstia. Pilko leivälle myös ruohosipulia ja viimeistele leivät paahdetulla sipulilla sekä sinapilla.

Cinnamon buns

Swedes have a sweet tooth. Apparently, the average Swede eats cakes and pastry equivalent to 316 cinnamon buns per year, plus the home-baked ones.

Photo: Lola Akinmade Åkerström/

Cinnamon buns

Swedes have a sweet tooth. Apparently, the average Swede eats cakes and pastry equivalent to 316 cinnamon buns per year, plus the home-baked ones.

food & drink

Sweets for the Swedes

Kanelbullar or cinnamon buns are a classic at Swedish coffee parties. During the golden age of home baking, such parties turned into orgies of sweet yeast breads, small cookies, cookies with fillings, pastries and cakes. This tradition lives on in Sweden. If you are invited to someone’s home for coffee, you always get a cinnamon bun, a cookie or a piece of cake with it. And at cafés, dainty little cookies continue to compete with all those supersized American muffins.

Ingredients

35 g (1¼ oz) yeast

100 g (3½ oz) sugar

300 ml (1½ cup) milk

120 g (4 oz) butter

1 tbs ground cardemom

750 g (26 oz) flour

100 g (4 oz) butter

50 g (2 oz) sugar

Preparation

Crumble the yeast in a bowl and stir in a few tablespoons of milk. Melt the butter and pour the milk on it. Add the rest of the ingredients and knead the dough in a dough mixer for 10–15 minutes. Let the dough rise while covered at room temperature for 30 minutes.

Roll out the dough so it is about 3 mm (1/8 in) thick and 30 cm (12 in) wide. Spread the room-temperature butter on top. Make a mixture of sugar and cinnamon and sprinkle it over the dough. Roll the dough the long way and cut the roll into about 25 slices. Place them with the cut edge upward in paper molds. Place on a baking sheet and let rise under a towel for about 60 minutes or until the buns have doubled in size.

Beat together the egg and water, brush the mixture carefully on the buns and sprinkle pearl sugar on top. Bake in the oven (220°C/425°F) for 5–6 minutes. Allow to cool on a rack.

Conversions and abbreviations

1 kg = 1 kilogram = 2.2 pounds (lb)

1 dl = 1 decilitre = 100 millilitres (ml) = 1/10 of a litre = 1/2 cup

1 oz = 1 ounce = 1/32 of a quart (qt) = 28 ml

1 tsp = 1 teaspoon = 0.17 oz = 5 ml

1 tbs = 1 tablespoon = 3 teaspoons = 1/2 oz = 15 ml

°C = degrees Celsius (or Centigrade)

This story is a part of the collection Classic Swedish food

10 mouth-watering recipes

Last updated: 4 October 2016

Carl Jan Granqvist & Lena Katarina Swanberg

Innkeeper Emeritus Carl Jan Granqvist selected the dishes. ||| Journalist and author Lena Katarina Swanberg wrote the texts. Translation: Victor Kayfetz.

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Jansson’s temptation

Kroppkakor

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Cinnamon buns

Saffransbullar and pepparkakor

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Get Germanized: How to Germanize yourself in 21 steps

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It's easy to Germanize if you adopt the right German cultural quirks – and buy German slippers. Here's how to get Germanized in 21 steps.

1. Get a pair of German slippers or German house shoes. When you go to sleep, place them neatly next to your bed. When you leave your apartment, place them neatly next to your door. Heaven forbid you step into your living room with your street shoes.

2. Value your Feierabend (essentially 'party-night' but refers to when you get off work) more than anything and don’t forget to celebrate it with your daily Feierabend-beer.

3. Get as many types of German insurance as you can find, from explosion insurance and legal expense insurance to bike insurance and tap water insurance. Don’t stop until you have spend half your income on insurance, most of which you are not even sure what exactly they cover.

4. Get up early on Sunday, so you can go to your bakery and get fresh Brötchen and Gebäckteilchen for your extended Sunday breakfast.

5. Refuse to do anything more productive on Sundays besides the former – except for having coffee and cake in the afternoon.

6. Mow your lawn every Saturday, but only between 9–11am or 2–4pm, because you would never disturb your neighbours while they are having their Mittagsruhe (afternoon nap).

7. After that, spend at least two hours washing your car.

8. Buy yourself a fancy BMW for EUR 30,000, without ever questioning such an investment. But if someone tries to take the last smoked salmon for EUR 1.99 at Aldi, get furious and start a fight.

9. If Monday is a bank holiday, don’t forget to go to Lidl on Saturday and shove as much bread, cans and batteries in your cart like it’s the last shopping opportunity of your life. After all, you never know if the zombie apocalypse might start exactly during a long weekend leaving you without a possibility for panic buying.

10. Spend your holidays at least once in your life on Mallorca — or 'Malle', as the educated German call it affectionately. Go completely crazy at Ballermann 6. From randomly touching boobs to showing your (man)boobs, this is the only place where you leave behind your usual German stiffness.

11. Become ridiculously patriotic every two years and dance with five German flags, one of them painted across your face, on the Berliner Fanmeile to celebrate the national soccer team. The rest of the time deny that you have anything remotely like national pride.

12. Talking about patriotism; feel guilty for the sins of your grandparents and great-grandparents.

13. Complain about your hard life and blame everything on the government, from the high German taxes to your supermarket running out of your favourite chocolate bar. During the next elections, vote for exactly the same government again.

14. Always separate your waste. Recycling paper, plastic, glass, and organic trash are the least you can do to help saving our planet.

15. Never cross at a red light. Even if it is 2:30am, the streets are empty and you slowly realise it is broken and will not switch to green before sunrise. Move on to the next streetlight and try your luck there.

16. Never break a rule and, most importantly, always obey the signs. Wait behind the line, don’t cross the street there, and definitely don’t step on that lawn.

17. Be terribly scared of everything you can’t control and that won’t stick to your rules, especially wild animals or plants that just happen to be in the woods. Blame the government or quickly get another insurance policy in Germany.

18. No more sleepless nights with overwhelming anticipation: Open your Christmas presents on Christmas Eve, but only after you have enjoyed your yearly portion of sausages with potato salad.

19. Drive your BMW 200km/h on the left lane of the highway. Flash and tailgate the little Ford in front of you until it moves to the right lane. If you are the one in the Ford, stay intentionally in the left lane going 110 km/h to annoy BMW drivers .

20. Always mix your juice with sparkling water, especially if it is apple juice. Enjoy your Apfelsaftschorle!

21. Your garden is your kingdom. Build a fence around it and defend it against all outside intruders, even if it’s just some leaves from a tree in your neighbour’s garden. If necessary, go to court. You didn’t get that legal expense insurance just for decoration.

Barbara is a German-born Austrian with unresolved identity issues and a degree in Ecology and Nature Conservation. She travels the world whenever she can, equally chasing interesting stories and fluffy cats. If there is no feline to be petted, she writes for Adventure Herald, an adventure travel magazine.

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