The rise of the budget supermarkets continues –with Lidl planning to double the amount of UK stores to 1500. Everywhere you go there’ll be a Lidl. The UK will be littered with off brand German biscuits and tubs of coleslaw the size of your head, and there will NEVER be any time to pack your bag at the till.
Unlike Tesco, who are struggling like a kitten down a well, Lidl sales are growing by 18% a year. Owner Ronny Gottschlisch (try saying THAT when you’ve had a few) said they were trying to put their cheap and cheerful budget image behind them and grow into a force to be reckoned with.
‘We really see ourselves these days more of a supermarket than the hard discounter of the past.’ He said. ‘Those times are over.’
What they want now is to appeal to their target demographic, a person called a ‘Maidstone Mum.’
‘Those Maidstone Mums are no longer afraid of being seen in a Lidl store,’ Mr Gottschlich said. ‘I actually do think we are entering a new era. I think that people's perception in the past was that there must be something wrong with the quality of what those people at Lidl offer because they have such reasonable pricing in their stores.’
I can’t speak for those ladies in Maidstone, but I’ve only seen Glasgow Mums in my local store with a Berkeley Superking hanging out of their mouths, threatening children called Lacie-Ann near the JFC frozen nuggets. Still, it's good to have ambition...