In a presentation obtained by BI, intended for residents of a Maryland community where they hope to build a store, Lidl compared themselves to Trader Joe's despite a perception they're closer to Aldi, a German company with more than 1,600 U.S. locations. Lidl hopes to replicate the success Trader Joe's by offering "quality not quantity."
"After three years of research, we [Lidl] discovered that U.S. consumers don't like discount groceries," the presentation read. "Unlike Aldi, the Lidl will be a hybrid similar to Trader Joe's or Harris Teeter, but closer to a Trader Joe's. We will sell high-end brands, quality not quantity, best products only." Products named include locally-sourced produce, private-label coffee, and wine.