Lidl’s new U.S. boss hopes to turn around the struggling supermarket by better serving American appetites, starting with staples like donuts.
The German discounter, with 12,200 stores worldwide but only 170 in the United States, is known for its fresh fruits and vegetables, as well as its European pastries.
But Lidl US CEO Joel Rampoldt says that under his leadership he wants the supermarket to have products that appeal more to American customers.
In comments sure to please police officers across America, as well as Homer Simpson, the supermarket boss said he planned to sell “great American donuts, decadent American donuts, bigger, richer donuts.”
Lidl opened its first U.S. store in 2017, but it is much smaller than German discount retailer Aldi, which has about 2,400 stores and last month said it would open another 800 over the next five years.
In 2021, Lidl US launched an ad campaign promoting its ‘crazy profitable croissants’, but its new CEO wants to offer ‘great American pastries’ too
American Joel Rampoldt (pictured) was named fifth CEO of Lidl US six months ago
Rampoldt’s appointment as Lidl US’s fifth CEO six months ago marks a shift in its current strategy. He is the first American CEO and had not previously worked for Lidl, unlike previous appointments.
“When I look at it, I think we’re missing some things that the American consumer expects to find,” he said. he told Progressive Grocer in a recent interview.
Rampoldt indicated he was going to do things differently, noting that his predecessors had promoted his famous $0.69 croissants.
In 2021, Lidl US launched an advertising campaign promoting its “crazy, profitable croissants.”
“They are the best croissants you can buy in the United States,” he said. “But we can also have fantastic American donuts, decadent American donuts, bigger, richer donuts.”
“And we have to have great bagels,” he added. “You’ll see us implementing those things soon.”
Since taking the position, Rampoldt said he has been working shifts at various stores across the country, from Atlanta and Washington, D.C., to better understand the business.
He noted that the “business transformation” will be driven by new leadership. American supermarket veteran Tod Seiling was recently named vice president of fresh foods and will oversee purchasing of meat, fish, poultry and other products.
Meanwhile, new chief customer officer Frank Kerr will bring “an American perspective to some key areas.”
Lidl US’s new CEO wants to meet customer expectations and the grocer will soon launch ‘American decadent donuts’
Lidl is known for its selection of fresh fruits and vegetables, as well as its European baked goods.
And in the coming months, ahead of July 4, Lidl will also renew its meat section.
“You’re going to see big changes in the product that’s on the shelves, what the product is, how it’s packaged, how we brand it, how we present it,” he said.
Adapting its offer depending on the time of year is another pillar of Rampoldt’s strategy.
“One of the things I think is really important in this space is that we are seasonally relevant and that we have the right products for the right holidays,” he said. “The calendar really influences it much more in the US than in other countries.”
But while Lidl US will change its inventory, it will stay true to its roots by retaining the compact size of its stores and prioritizing value for money.
“It’s easier to get in, get what you need and get out,” Rampoldt said. ‘You can get what you need and at an excellent price and great quality. We want to be our customers’ first choice.’
Last week, Lidl confirmed a new round of layoffs affecting employees at its US headquarters in Virginia.