Lidl plans to open 600 U.S. grocery stores

Finally, some innovation is coming to the boring and overpriced world of grocery. Lidl, a German chain that operates 10,000 stores in 27 countries has set its eyes on America.

According to this Business Insider report, the company will be opening 20 stores along the East Coast this summer, with plans to expand to 600.

A highly competitive European grocery chain is about to descend on the US.

The German supermarket chain Lidl is gearing up to open 100 stores along the East Coast by mid-2018, with the first 20 stores opening this summer in Virginia, North Carolina, and South Carolina.

The chain plans to eventually open as many as 600 stores in the US, according to a copy of a company presentation obtained by Business Insider. Lidl currently has 10,000 stores in 27 European countries.

In the presentation, Lidl describes itself as a cross between Trader Joe’s and Harris Teeter, a grocery chain based in North Carolina.

Overseas, Lidl is known for its rock-bottom prices, and it’s most closely associated with the discount grocer Aldi, which is also based in Germany.

But it appears Lidl is trying to set itself apart from Aldi in the US.

“After three years of research, we discovered that US consumers don’t like discount groceries,” the presentation says. “Unlike Aldi, the Lidl will be a hybrid similar to Trader Joe’s or Harris Teeter, but closer to a Trader Joe’s. We will sell high-end brands, quality not quantity, best products only.”

The chain’s US headquarters are in Arlington, Virginia, and it’s building warehouses in Cecil County, Maryland; Mebane, North Carolina; and Fredericksburg, Virginia.