The papers were full of it yesterday on the back of Lidl announcing sales of premium vintage and non-vintage wines such as ChĂ˘teauneuf-du-Pape. All the messages were on about posh goods next to the usual tat. The phrase that came up time and time again was that "the firm is trying to move away from its poor food for poor people image".
I found this interesting, as I think it’s perhaps a legacy of a long-gone time. It’s not close to how I would characterise Lidl (or Aldi) and so I’m interested to find out if this is a true reflection of the general perception of Lidl, both among those who shop there and those who don’t.
Certainly a basket of shopping at Lidl can be very cheap. True too is the fact that it is used by many as a place to cheaply stock up on your bog roll and necessities – with a catch-up shop for the other stuff done at the main supermarkets. Yet for me this is less about quality of food and more about the range of choice.
I would categorise both Lidl and Aldi as ‘limited brand’ supermarkets – when you shop in them, you don’t necessarily get the brands you are used to, nor do you get the great plethora of options for each food item that you do elsewhere.
Instead, you get a limited choice of own brand and other brands – far fewer options of your tinned tuna than in a large Tesco store. But this is the defining point – a limited number of choices doesn’t necessarily limit quality.
So my question, which I’d love you to feedback on below is; what is YOUR perception of Lidl and Aldi? And do say whether you shop there or not.