bake - May/June 2024 - 42

breads
A
Approach
Shopping at Lidl is unlike any experience in America. As you walk
to the bakery department, an attractive display case features
a lineup of well-lit glass-enclosed shelves, each filled with four
rows of unique breads and pastries. There are German pretzels,
half baguettes, mini chocolate croissants, and one-of-a-kind creations
like cheese pizza bread.
The bread and bakery products are unique because that is
what today's consumers demand. Around 80% of the company's
products are private label-all of which undergo rigorous taste,
quality and sensory testing.
USA Today 10Best Readers' Choice Awards and Food & Wine
Magazine have repeatedly ranked Lidl among the top grocers in
the country.
Market Force Information, a leader in customer experience
management, recently unveiled pivotal findings from its recent
extensive survey on casual dining preferences across the United
States. This comprehensive study highlights shifting trends influenced
by economic factors and evolving consumer tastes.
Economic shifts have significantly impacted consumer behavior,
with 72.1% of diners noting that recent price increases have
altered their spending habits, and 58.5% stating these hikes have
changed their ordering decisions. To counteract this, diners are
increasingly seeking out promotions, special offers, and better
value for money as primary incentives.
Additionally, the study provides insights into the performance
of delivery service providers and the integration of technology
such as tablets and QR codes in dining experiences.
Lidl offers delivery at your fingertips, using Shipt to connect
42 < MAY-JUN 2024 | bakemag.com
local retailers in neighborhoods with shoppers that help them
get the things they need - from grocery delivery to household
essentials.
Whether consumers are shopping for specialty snacks or
other needs, they can send over a shopper with everything you
need the very same day. Shipt has built relationships with some
of America's favorite brands. Shoppers are invited to find savings
right in the app and subscribe to the weekly Exclusive Savings
newsletter to find even more ways to save.
In addition to bolstering technology, Lidl US in March announced
the appointment of four industry powerhouses to the
company's leadership team. They include Miguel Paradela, executive
vice president (EVP) of purchasing and chief commercial
officer; Frank Kerr, chief customer officer; Tod Seiling, vice
president (VP) of fresh, and Michael Chao, head of marketing.
Reporting to chief executive officer Joel Rampoldt, Paradela
is responsible for setting the long-term strategy for the buying
and merchandising function at Lidl US. Paradela has more than
25 years of experience with the international grocer, where he
most recently served as the general manager of purchasing and
marketing for Lidl Spain.
Lidl has also announced the appointment of Kerr as Lidl's
first-ever chief customer officer, responsible for driving a holistic
consumer experience. Kerr, who returns for a second stint at
Lidl US, where he was one of the first 50 employees, brings all
customer-centric activities together in this newly created team,
which will include consumer insights, marketing, loyalty and promotions.
Kerr has been in the US grocery industry for more than
JOHN UNREIN
http://www.bakemag.com
bake - May/June 2024

Table of Contents for the Digital Edition of bake - May/June 2024
