Once upon a time, not long ago, the “Discount Supermarkets” led by Lidl and Aldi were the stores reserved exclusively for those unable to appreciate, or indeed pay for, high quality food and drink.
The Black Arts persuaded the brave marketeers at Lidl to build a Restaurant in East London’s then “trendy” Shoreditch that appeared to be a “Start-up” not a “Pop-up”.
It served amazing food in an intensely competitive area to diners whose weekly shop was more likely to be at Fortnum & Mason (or the very least M&S) The resident Michelin Starred Chef ( a former store manager at Lidl) prepared delicious food and award winning wines and a bill at the end of the meal .
However there was a twist if the bill came to £125,80 it was followed by good news “Because all the food and drink is from “Lidl” your bill tonight is £27.43”
Lidl Surprises was born, proved a PR and Social Media triumph and the resultant Advertising helped change consumer perceptions forever.