May 18, 2022
Why do people love Lidl?
We checked out the Euro grocer’s South Charlotte opening to find out
Lidl is growing its presence in the Charlotte area. Shannon Blair/UP
Lidl originated in Germany in 1973 with just three employees and five hundred items. The pronunciation depends on where you reside, but “lee-dul” is common in America, where Lidl emerged in 2017. Today, it operates in 32 countries, with 150 stores situated along the United States’ East Coast. Last week, I entered a Lidl for the first time. Arriving at South Charlotte’s grand opening on May 11 in Carmel Commons, I hoped to discover why Lidl has such dedicated fans. I asked this very question to the supermarket representative who promptly replied with the store’s mantra: “High quality products at really low prices.”
I am a Food Lion enthusiast myself, and I brought along a friend who shops at Aldi. Both of us spend our dollars elsewhere in the city on occasion, too: Harris Teeter, Whole Foods, Trader Joe’s, Costco, and farmers’ markets. Being that we are both home cooks who care deeply about how we nourish ourselves and our families, we take weekly market trips quite seriously. As we strolled the aisles, each of us made several observations about what stood out as unique, similar, and different to other markets around Charlotte.
Checking In: There will be ample parking as curiosity dwindles. The mini two-tier shopping carts, akin to the ones at Harris Teeter, are a nice option for quick trips, and they come equipped with a coffee holder like Target’s. There is no rental/return cart fee like at Aldi, but there is a bag fee akin to Aldi’s, unless you bring your own. Enter with those in hand.
Bakery: European pastry sights and smells capture your attention upon entering the store. The tarts, custards, and croissants are perfect for casual weekend brunch but also pretty enough for presentation. The pain au chocolat had rich butter and cocoa flavors and was crisp in all the right places. Also nice is the abundance of organic fresh baked breads available.
Produce: The bakery was such a delight, we hoped for more in the produce section. The organic fruits and vegetables are comparable in limited availability and average pricing to what both of us are used to at our typical spots. The fresh herbs were springy and abundant, though. This important aisle needs more room to pause, consider, and maneuver as the line of shoppers tends to traffic jam.
The produce selection at Lidl is comparable to other grocers. Shannon Blair/UP
Cut Flowers: Meh. Stick with Trader Joe’s or SouthPark’s “Taj Mateeter” for these.
Meat and Seafood: Lidl extends more choice in this area than Food Lion and Aldi, including some helpful variety in wild caught and BAP (Best Aquaculture Practices) fish and shellfish. The ready-to-use pulled lobster and mussel meat reminded me of Trader Joe’s, and we both oohed over the oven-ready calamari product. More cuts of organic chicken (thighs and wings) line the shelves, along with the typical breasts and tenderloins, than where we typically shop. The whole organic chickens are more plentiful sizes as well. The pork offering is not extensive, but there is no solution added to the packages. There is plenty of organic, grass fed beef, but we were not blown away by price or quality.
Eggs: After considering the recent Queens University lecture by Dr. Mark Hyman, author of Food Fix: How to Save Our Health, Our Economy, Our Communities, and Our Planet — One Bite at a Time, we were disappointed at the lack of any pastured eggs available. There are cage free and organic ones, though.
Samples: Just as it’s fun to taste new items as you shop Costco, we were able to do this in Lidl as well. This is also where I stumbled upon the brand’s magazine The Dish. The recipes are seasonal and nutritious, and they appear manageable to attempt for the average person.
Off-the-List: Also like Costco, it can be fun to shop for everything you didn’t know you needed. I walked out with a new digital kitchen scale and bread box with a lid that doubles as a cutting board. I am still pondering the raised bed garden kit and laminator. My friend scored a well-constructed, traditional wooden marble game as a birthday gift for $5. This island of misfit stuff-and-things is conveniently (and disruptively) located in the middle of the store. This is so that you’ll still have enough room in the cart, but it gets congested as people linger and look. Tip: Skip this area if budgeting time and money at the market. If you want to find a real score, though, new weekly surprises hit each Wednesday.
Cheese and Charcuterie: This section was impressive with an array of interesting goat cheeses, cured meats, and olives. Lidl also offers a grated parmesan without anti-caking additives, which Aldi does not; however, Aldi offers organic shredded cheeses whereas Lidl does not.
Local and Regional Goods: The only made-in-N.C. item easy to spot was a pimento cheese out of Burlington called Star’s Private Stock. Lidl says it works hard to partner with local and regional vendors and farmers, though, so perhaps more will line shelves along the way.
Name Brands: Lidl has its own private label, which accounts for approximately 80 percent of its inventory. This aids in cost-control benefitting shoppers’ bottom line, yet there is still a wider selection of household names than at Aldi. Some of the less-familiar brands piqued my interest, too, like a squeezable tahini for making hummus. Lidl sells fewer brands per category, but what they do offer is high-quality or their own standard of quality. This allows them to extend more competitive pricing for their shoppers.
Lidl has a wine priced at less than $3. Shannon Blair/UP
Wine: There is a cellar wall to peruse, but it is not a standout selection. I have also not tasted any of the $2.95 One Vine Day varietals, but this product is Lidl’s version of Trader Joe’s Two Buck Chuck and Aldi’s Winking Owl.
Checking Out: Tight spaces make everyone tense, but I do like the BYOB (Bring Your Own Bag) policy at checkout. The BYOB policy is not only environmentally responsible, but it also keeps the cost of bags from ultimately being tacked onto the consumer’s bill. If you don’t have yours, you can purchase ones in line, similar to Aldi. The customer service was efficient and pleasant, and the manager even brought out a floating checkout stall for overflow, which I have not seen elsewhere while shopping.
Our Take: The overall consensus for us, as two savvy shoppers, is this: It is especially nice to get a little bit of the best features from each grocery store brand in a single shopping trip.
Located at 11200 Carmel Commons Blvd, this new Lidl location will initially be open from 8 a.m. to 10 p.m. daily.
