Lidl

What is keeping Lidl, Europe’s preeminent grocery chain, from gaining similar success in the U.S?

Upon entry to the U.S. market in 2017, Lidl US aspired to open 1,000 stores in its first years. But the company was unable to attract US consumers. By 2024, Lidl had managed to open fewer than 200 stores, capturing less than 1% of the market. To right the expansion effort in 2023, Joel Rampoldt became Lidl US’s fourth president. In 2024, he faced critical issues in the selection of store locations, assortment, customer relationship management, and effectively communicating Lidl US’s value proposition in a crowded and competitive market.