“Pop ups” should be trailblazers for the brand and it’s strategic aims. Lidl was perceived by many as a down market supermarket chain where in reality it was “surprisingly good” yet “unsurprisingly cheap”

The Black Arts pop up Restaurant in the then recently fashionable Shoreditch was anonymous, amazing food, great service and better still when you got your bill it dropped dramatically because “all our food and wine comes from Lidl”

Lidl Surprises was born.