Lidl established its US headquarters in Arlington, Virginia, in June 2015, and has been building its senior management team over the past few years. In February 2019, the retailer named former Aldi executive, Roman Heini, as its chairman of US operations.
As part of this move to operate in the most convenient locations, Lidl will also close two stores in Rockingham and Kinston, North Carolina this summer.
"We are committed to long-term growth in the United States and always strive to locate in the most convenient locations for our shoppers," said Johannes Fieber, CEO of Lidl US. "These new stores are part of the next steps in our U.S. expansion. Over the next year, we are excited to introduce more customers to Lidl's award-winning quality, reliably low prices, and convenient shopping experience."
Lidl and US customer satisfaction
American consumers are embracing private label grocery retailers such as Aldi, Lidl, and Trader Joe's, which are stocking more premium products at lower price points compared to name brand competitors.
According to Consumer Reports' latest research of 96 grocery chains, price was ranked as the top reason for shopping at a particular grocer and Lidl came in eighth out of the top 11 price competitive grocery chains.
Tanja Ebner, principal at global consulting firm, Oliver Wyman, stated during a press call last year that Lidl has been "winning over the next generation of consumers in a meaningful way."
According to consumer surveys conducted by Oliver Wyman in 2018, Lidl is stealing shoppers away from incumbent grocers as 40% of shoppers surveyed who said they are loyal to supermarkets are now shopping at Lidl more than twice a month and ranked Lidl's assortment as comparable to that of traditional supermarkets.