http://www.theguardian.com/business/2015/nov/13/a-tale-of-two-lidls-is-the-supermarket-ready-for-an-upmarket-rebrand
Very interesting - I've always liked the "A Lidl, is a Lidl, is a Lidl" approach - as with Aldi, every store sells their entire range - at the same price.
Now they're moving towards the "FirstClass, SecondClass" model of the big boys - I'm not sure if that's a good idea or not?
I can see some possible logic in stocking extra items at some larger stores - but I do hope they don't also adopt the predatory 'variable pricing' that Tesco use to gouge people who shop in their smaller stores.
I don't quite see either Lidl or Aldi as 'destination' shopping experiences - at least not yet - so will they just irritate a lot of their existing customer base, who no longer get the full monty?
I may go and have a look at the 'superlidl' when the opening nonsense has abated - but it will need to be good to get me to drive past my local one on a regular basis.