Omni Talk Retail Lidl US CEO Joel Rampoldt On Where Lidl US Is Now And Where It Is Going Next
Sep 30, 2025
In this engaging discussion, Joel Rampoldt, CEO of Lidl US, shares his journey from an unexpected dinner invitation to leading a major grocery expansion. Discover Lidl's strategic approach to the American market, focusing on fresh produce and private brands that families trust. Joel explains the innovative store format designed for efficiency and highlights unique European specialties like 49-cent croissants. He talks about technology's role in enhancing customer experience and maintaining Lidl's competitive edge while balancing global standards with local needs.
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Unexpected CEO Dinner Offer
- Joel Rampoldt was invited to dinner by Lidl's global CEO and asked to become Lidl US CEO unexpectedly.
- He accepted because he believed strongly in the Lidl model and its potential in the U.S.
Fresh-First Discount Model
- Lidl US emphasizes private brands and a fresh-first assortment rather than the canned-and-boxed stereotype.
- Stores lead with produce, bakery, then fresh protein to differentiate from other discount grocers.
Global Scale, Local Execution
- Lidl is part of the Schwarz Group and operates at global scale with 12,000 stores across 30 countries.
- That global backing gives Lidl US leverage and proven retail experience to apply in America.