Published on: June 30, 2017
By: Market Track Insights

Market Track is providing continuous updates Lidl and helping our clients track their promotional mix. On Wednesday, we shared a pop quiz on the grocery retailer with our blog subscribers. Today, we’ll help you figure out just how much you know about Lidl as they continue their expansion in the U.S.

Review the answer key below for some key facts on Lidl’s history and promotional strategy!


1. Lidl rhymes with…

A. Fiddle
B. Bridal
C. Needle
D. None of the above

That’s right, the grocery chain is pronounced “Leedle.”


2. The first U.S. Lidl stores opened in which states?

A. North Carolina, South Carolina, and Virginia
B. New Jersey Delaware, and Maryland
C. Pennsylvania, Ohio, West Virginia
D. All of the Above

Lidl also plans to have 100 stores on the East Coast by Summer 2018


3. Lidl’s official slogan in the US is…

A. “Lidl Surprises”
B. “Rethink Grocery”
C. “Life-enhancing Grocery”
D. None of the above

The grocer plans to do this with a combination of quality, convenience and value.


4. In what country are Lidl’s headquarters located?

A. United States
B. United Kingdom
C. Sweden
D. Germany

Germany is the official home of Lidl, which is Europe’s second largest retailer.


5. What percentage of Lidl’s new US locations are located within 5 miles of a Walmart?

A. 75%
B. 90%
C. 55%
D. 60%
E. None of the above

Additionally, 55% of them are located within five miles of a Kroger.


6. True or False: Market Track found that over 94% of the products promoted in Lidl’s first ad were private label.

A. True
B. False

This is more than Aldi (85%), and significantly more than other regional grocers including Harris Teeter (40%), Kroger (37%), and Food Lion (30%).


7. Which of these national brands can be found on Lidl shelves?

A. Coca-Cola
B. Clorox
C. Jiff
D. Ben & Jerry
E. All of the above
F. None of the above

Lidl has also promoted products from Bud Light, Pillsbury, Sweet Baby Ray’s, and Jolly Rancher in their circulars.


8. In what year did the first Lidl location open?

A. 1931
B. 1994
C. 1973
D. 1962
E. 2007

According to their website, the first Lidl stores were opened in 1973 and the brand became a household name in Germany by the 1980s.


9. Lidl claims that their prices are ______% lower than those of other grocery stores?

A. 50%
B. 60%
C. 75%
D. 94%
E. None of the above

According to Washington Post, Lidl executives say they plan to offer prices that are up to 50 percent lower than at rival stores.


10. In our analysis of Lidl’s first circular, Market Track found that Lidl was most competitive on pricing in which of the following categories:

A. Ice cream
B. Fresh fruit
C. Canned vegetables
D. Carbonated beverages
E. Cheese

Lidl’s $0.89 sale price on pineapple beat the lowest observed competitor promo price in the Greenville, SC market (during the past month). Their promo prices on peaches and watermelon also won the market during this time.


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