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Lidl Moves Off Twice-Weekly Fresh Promotions

The chain is “learning and adapting” in the U.S., an official says.

Jon Springer, Executive Editor

January 1, 2018

1 Min Read
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Lidl, which invaded the U.S. in June behind a promise to “rethink grocery,” is already rethinking some of its own practices.

In a signal that the young chain could be adjusting its model to better suit U.S. tastes, Lidl US has made a change to its promotional strategy, dropping its twice-per-week “Fresh 5” deals on deeply discounted fresh food and replacing them with a plan that promotes at least six fresh items for an entire week.

The new program, rechristened “Fresh Deals,” went into effect Thursday. The chain’s non-food specials, called Lidl Surprises, still rotate twice a week but now on Thursdays and Sundays, vs. Thursday and Monday previously.

“I would explain these changes as a reflection of our commitment to continuous improvement, learning and adaptation,” Will Harwood, a spokesman for Arlington, Va.-based Lidl US, told Winsight Grocery Business in an email. Harwood declined to address whether there were cost considerations to the change.

Lidl officials at the time of the launch said the strategy of changing promoted items twice a week—a practice it uses to great success in Europe—would encourage trip frequency. At the same time, they also emphasized a willingness to adapt the model where necessary based on consumer feedback.

Burt P. Flickinger III, managing director of Strategic Resource Group, in an interview said: “Not everything that worked in London, Dublin, Berlin or Warsau is going to work in the U.S.” In addition, Flickinger further suspects the costs of the program as introduced may have factored into the decision to abandon it, as estimated sales volumes have been soft at some of its stores to date.

“Six items,” he added, “is about 14 too few.” 

About the Author

Jon Springer

Executive Editor

Jon Springer is executive editor of Winsight Grocery Business with responsibility for leading its digital news team. Jon has more than 20 years of experience covering consumer business and retail in New York, including more than 14 years at the Retail/Financial desk at Supermarket News. His previous experience includes covering consumer markets for KPMG’s Insiders; the U.S. beverage industry for Beverage Spectrum; and he was a Senior Editor covering commercial real estate and retail for the International Council of Shopping Centers. Jon began his career as a sports reporter and features editor for the Cecil Whig, a daily newspaper in Elkton, Md. Jon is also the author of two books on baseball. He has a Bachelor of Arts degree in English-Journalism from the University of Delaware. He lives in Brooklyn, N.Y. with his family.

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