Despite generating a lot of buzz when it announced plans to expand across the U.S., Lidl has struggled to gain a foothold in a U.S. grocery market that has suddenly become a breeding ground for the hyper-competitive.
The plan, at first, was to see 100 Lidls launch in a year, and many wondered how the market would handle the Germany-based deep discounter’s entrance into a market dominated by massive players like Kroger and Walmart.
A year later, that question has shifted, and many are wondering how Lidl plans to get its competitive groove back after struggling in its first year and falling far short of that 100 store goal. To date, Lidl has 53 U.S. locations, and its expansion plans are unknown.
Kroger and Walmart — the ranking 800 pound gorillas in grocery — quickly responded to Lidl’s entrance with price cuts.
