The world of supermarkets in the United States has just received a new shake-up. Two major rivals in the sector, Lidl and Aldi, are vying for consumers' attention with very different strategies. The competition is intensifying, and one of the chains has taken a firm step that could change the landscape.
The German chain Lidl has surprised with an announcement that shows its ambition to gain ground in the United States. This month it has opened two new stores, one in New Jersey and another in Brooklyn, and it doesn't plan to stop there. Its strategy aims to challenge Aldi, another German giant with more time in the country.
Lidl makes a strong move with its expansion in the U.S.
On May 9, Lidl opened its new store in Freehold, New Jersey, with a great reception. The first hundred customers received gift cards and promotional products from the brand. Just two weeks later, on May 23, the chain will open another branch in Brooklyn, on the busy Fulton Street.
These new openings are not isolated; in recent months, Lidl has also opened stores in Paramus and Livingston, both in New Jersey, as well as in various locations in New York. Among them are Pelham, Glen Oaks, the Bronx, and another location in Brooklyn. Additionally, there are confirmed plans to soon establish in Manhattan.
Currently, Lidl operates about 180 stores on the East Coast of the United States, spread across nine states and Washington D.C. Its goal is to keep growing in strategic markets like Atlanta and the nation's capital. With more than 12,350 stores worldwide, its advance in America is far from anecdotal, according to The Sun.
A direct confrontation with Aldi
Lidl's growth puts direct pressure on Aldi, its best-known rival in this segment. Although both chains are German and share a model based on low prices and private label products, they belong to different business groups. Aldi has been present in the United States since 1976, while Lidl only arrived in 2017.
As of today, Aldi has a clear advantage in the number of stores: it has about 2,300 and plans to reach 3,000 by 2028. However, Lidl has bet on a strategy focused on quality and a careful selection of products, including international references and its own novelties. Among its star products are 49-cent croissants, Bon Gelati ice cream bars, and a selection of imported charcuterie and cheeses.
Additionally, its line of own meats and refrigerated Italian pastas has captured the attention of new customers. On social media, many users compare the shopping experience with Aldi's, and not a few choose Lidl.
While Lidl gains ground, Aldi is not lagging behind. The chain continues to launch offers to attract more shoppers, such as gardening products for less than five dollars and a list of "Aldi Finds" for the summer season. However, with each new opening, Lidl proves that its intention to compete seriously is not just a promise.