Complete results from Field Agent's QuickShop of Lidl's Grand Opening, including Audits of ALL 10 U.S. Stores. Field Agent collected more than 150 photos across all 10 of Lidl's new U.S. stores.

1. Field Date/Time: 6/15/17, 8:00 a.m. - 8:00 p.m.
LIDL’S FIRST U.S. STORES
Mystery Shop Results

2. Female - 70%
Male - 30%
18-24 - 11%
25-34 - 44%
35-44 - 25%
45-54 - 17%
55-64 - 3%
(N = 36)
Agent Demos:
less than $25,000 a year 19%
between $25,000 - $35,000 6%
between $35,000 - $45,000 19%
between $45,000 - $55,000 8%
between $55,000 - $65,000 6%
between $65,000 - $75,000 25%
between $75,000 - $85,000 6%
between $85,000 - $95,000 6%
more than $95,000 a year 6%
What is your household’s annual income?
Do you have convenient access to the Lidl you visited today?
Walmart 47%
Food Lion 19%
Aldi 8%
Trader Joe’s 6%
Kroger 6%
Other (specify) 14%
Yes - 72%
No - 23%
Currently, who is your PRIMARY retailer for purchasing GROCERIES?

3. Where 10 is extremely appealing and 0 not at all appealing, rate the following features of the
Lidl you just visited.
Produce Store environment Price/value Checkout Deli Produce section Didn't notice changes Shopping experience Brand assortment Store overall
8.4
7.4
7.98.0
8.48.4
8.58.68.68.7
(N = 36)3

4. Where 1 is best, rank the following retailers by how APPEALING they are to you in terms of
shopping for and buying GROCERIES.
4 (N = 36)
Lidl Kroger Walmart Aldi Target
5
4
3
2
1
42% 22% 17% 11% 8%

5. On the following dimensions, which is BETTER: Lidl or Walmart?
5 (N = 36)
19%
11%
25%
50%
81%
89%
75%
50%
Lidl is better
Walmart is better
Product selection/
brand assortment
Prices/Value Shopping experience Navigation/store
organization

6. 6
9%12%
39%
15%
91%88%
61%
85% Lidl is better
Aldi is better
Product selection/
brand assortment
Prices/Value Shopping experience Navigation/store
organization
On the following dimensions, which is BETTER: Lidl or Aldi?
(N = 36)

7. How appealing did you find the STORE BRAND LABELS and MERCHANDISE offered by Lidl?
0.0%
2.8%
25.0%
36.1%36.1%
Agent Photos
Extremely
appealing
This question was posed only to agents who said they noticed changes when asked the previous question.
7
Very appealing
Moderately
appealing
Not very
appealing
Not at all
appealing
(N = 36)

8. If forced to choose between the Lidl store brand you purchased today and the brand(s) you
normally purchase (for that product category), which would you choose?
Agent Photo
All agents were required to purchase, try, and review one Lidl store-brand item totaling at least $2.
8 (N = 36)
14%
86%
I would purchase the Lidl store
brand I purchased today
I would purchase the brand(s)
I normally purchase

9. Provide a 3-5 sentence product review of the item you purchased today.
All agents were required to purchase, try, and review one Lidl store-brand item totaling at least $2.
9 (N = 36)
“The chocolate is really beautifully crafted and so
delicious! I don't like the packaging as it's really hard
to open and nearly impossible to re-seal. I've never
seen anything like this in other stores, but in
comparing the chocolate quality, this is far better
than anything I've tried before.”
“This soap is compatible to Dr. Bonner's "Sal
Suds" but much cheaper. Nice scent, lots of
bubbles too. I will purchase it again!”
“It is a delicious peanut butter. It is creamy
just as the package suggests. It is better
than most brands I have tried. My only
dislike is that JIF is slightly better.”

10. Provide a 3-5 sentence product review of the item you purchased today.
All agents were required to purchase, try, and review one Lidl store-brand item totaling at least $2.
10 (N = 36)
“Seems very soft and high quality. Very
comparable to the national brand but
much less expensive. It is packaged very
attractively and very clear as to the
number of rolls I'm getting.”
“This pizza looks exactly like California Pizza Kitchen
barbecue pizza that I normally buy. I haven't tasted it
yet, however, the pizza looks like it has quality
ingredients and I look forward to having it for dinner.
The price was excellentI...love saving money.”
“I bought the store brand chicken breast. I
don't totally love it but it does have some
good taste. I think it tastes a little drier
than I like my lunchmeat. I do like that
there is not fat on the chicken.”

11. Provide a 3-5 sentence product review of the item you purchased today.
All agents were required to purchase, try, and review one Lidl store-brand item totaling at least $2.
11 (N = 36)
“I line this granola because the chunks of
granola are small and not too crunchy. I
don't really like the sweetness level. I
would like to taste more sweetness. This
granola is different because the pieces are
much smaller and softer and less sweet.”
“This frozen beef and broccoli meal was very
good. The taste was great, the heating
instructions were clear, and the price was good
for the amount of food. I liked it better than
other frozen meals I have tried.”
“I've opened the Lidl store brand comparable to
Bounty paper towels and, for a giant roll 6 pack at
$5.49, it's a great deal. The paper towel does
seem durable and premium, not a thin knock-off.
For the price it's a great deal and sets my
expectations high for other Lidl branded items.”

12. How likely are you to shop for NON-GROCERY merchandise (e.g., clothes, appliances, equipment)
at Lidl in the future?
12.0%
4.0%
28.0%
24.0%
32.0%
Agent Photo
Completely
likely
Among those who have convenient access to the Lidl store they visited.
12
Very likely
Moderately
likely
Not at all
likely
Not very
likely
(n = 26)

13. How likely are you to shop at Lidl again in the future?
0.0%
3.9%
11.5%
19.2%
65.4%
Agent Photo
Completely
likely
Among those who have convenient access to the Lidl store they visited
13
Very likely
Moderately
likely
Not at all
likely
Not very
likely
(n = 26)

14. Which BEST describes the role Lidl will play in your future GROCERY shopping plans?
Agent Photo
Among those who have convenient access to the Lidl store they visited
14 (n = 26)
4%
15%
38%
38%
4%
Lidl will become my EXCLUSIVE
retailer for purchasing groceries
Lidle will become my PRIMARY (but not exclusive)
retailer for purchasing groceries
Lidl will become ONE of a few/several retailers I use
to REGULARLY purchase groceries
Lidl will become a retailer I use to purchase
groceries only OCCASIONALLY
I will NOT purchase groceries from Lidl

15. How would you describe the new Lidl stores?
15 (N = 36)

16. In your own words, tell us EXACTLY WHY you plan to make Lidl your exclusive or primary retailer for groceries.
16 (N = 36)
“Because the prices and quality are great!”
“Lidl's makes me feel like cooking! I saw some
amazing ingredients today and look forward to
seeing what's all in there. Since the prices are
affordable, I will be able to try some new recipes.”
“The shopping experience at Lidl today was unlike any other grocery retailer. Even though they used
private brands, the selection was awesome. The customer service was simply excellent. The staff were
going above and beyond to accommodate customers. It was a busy opening day, but traffic was being
directed to parking spaces, which was great. The staff gave away grocery bags, a very nice touch. The
check out time was very quick and easy. I will definitely come back to this store often.”
“I think that Lidl has a large variety or green
and organic items to chose from, and they have
a large selection of Gluten free item as well.”

17. In your own words, tell us EXACTLY WHY you don't intend to shop at Lidl more than you do?
17 (N = 36)
“They don't have all the products I normally buy.”
“Well Lidl has more off brands. Other stores don’t."
“It's not the wow experience I would have imagined being from overseas. lots of typical items are
carried that I can get for better prices and more conveniently than shopping at Lidl. Plus the design of
the store was poor, especially at the checkout. Hot sun was bearing down on both shoppers and
workers making it unpleasant.”
“Lidl is the place I know i can get certain items
cheaper but I can't find everything cheaper so
Kroger would be my fall back store.”
“There are some name brands that I really like and
don't want to do without that I buy very often.”
“The number of items carried in the store, Kroger
and Walmart has more items to choose from.”

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