VERONA, Italy -- Everyone's a little curious about Lidl as we approach the German discounter's first openings in the U.S. next year.
I was on vacation in Europe this week and saw one in Verona, so I dragged my husband and friend along for a store check.
This isn't the first Lidl I've seen, but it's very similar to the one I looked at in Berlin a few years ago.
My American friend who lives in Italy had never seen one, either.
First up, Lidl in Europe is very similar to Aldi in the U.S. The store is small, about 10,000 to 15,000 square feet. Produce is largely unrefrigerated and there's not really staff to do much other than place containers or display-ready cases.
This store was quite busy at the end of the day on a Monday, so I give them some leeway on the condition of the produce "department," which was about 15 feet of shelving, front and back. Cases were askew and packages were picked through but everything was good quality and in good condition for a busy urban discounter.
My friend noted there was more organic produce than expected, as she has trouble finding it at the standard supermarket near the military bases where she lives.
Prices were deeply discounted over the supermarket we also checked, though the selection was much more limited.
My friend was thrilled to be introduced to Lidl, though, and I suspect many consumers in the markets where they will open in the U.S. will be as well.
They offer a steep discount on the most popular SKUs, in a quick in-and-out format.
Don't forget your quarter and bags, though. Like most European grocers, you have to use a coin to check out a cart and bring your own bags. That may be a learning curve for some who are unfamiliar with Aldi.
The most amusing things about Lidl in Italy weren't in the produce department, however. They had a house brand called "McEnnedy American Way" of, let's face it, kind of embarrassing and horrifying foods, like frozen hot dogs, a frozen "American Style Snack Box" that had onion rings, mozzarella sticks and chili cheese nuggets, peanut butter, marshmallows, BBQ flavored peanuts, shelf stable donut batter, ketchup and yellow mustard, among other things.
Curious about my visit? Keep checking ProduceRetailer.com for more features and slideshows.