LIDL, the second biggest discounter in Germany, opened its first store in Ireland in 1999. The chain is recognized as one of the fastest growing food-retailers in Europe. At first, people were a little bit sceptical about the quality of products. But now, roughly 12 years later, LIDL has proved a very big success on the island with currently more than 115 retail units. And since the beginning of the recession in 2007, the annual turnover has increased even further.

As a German immigrant to Ireland myself, I have to say that, having the option of doing your shopping in a familiar retailer, does give you a certain feeling of comfort. About half of the goods sold in LIDL are the same as you would find in Germany, Austria or any other country LIDL has expanded to. The other half is supplied by Irish companies and wholesalers. By doing it this way, LIDL can guarantee “the best of both worlds”. On the one hand, people who are familiar with LIDL-stores in Germany, will recognize the brands and products. On the other hand, Irish customers will take comfort in finding locally produced goods.
Recently, LIDL have started expanding their range of products even further. It is quite common for LIDL customers in Germany to be able to buy freshly baked bread in every LIDL-store. Whoever went shopping in LIDL-stores around Ireland in the recent past, might have been wondering, what all the building was about. From today on in, at least the LIDL customers in Maynooth, a smallish town in Co. Kildare (at the western outskirts of Dublin), got their answer:

LIDL have started baking their own bread... From today on, they offer a wide range of freshly baked products every day. The range goes from different types of breads (from the traditionally German country loaf based on sourdough – had to get it first thing this morning... YUMMY! to French Baguettes, Vienna Rolls and stone baked Ciabatta Rolls), breadrolls, pastries, croissants etc. Beeing a German, needless to say, I had to try everything and compare to what I remember of the taste of similar products at home.

All I can say is: WELL DONE, GUYS (I am still wondering which baker had to handover his recipes...)

In order to celebrate the “new arrivals” in the store, LIDL organized a bit of a festival for just about everyone. There were walking croissants (man, that suit must have been warm...), face painting, a wheel of fortune and a bouncy-castle for the kids with free tea and coffee for the parents. I took a couple of photos in the store today to give you a bit of an idea of the range of products:

Personally, I have to say, this new extension to the products in LIDL is both long overdue – Irish bread is lovely, but you need a bit of a change every so often... - and WELCOME. So, if anyone plans to travel to Ireland soon, you can now, within one travel, experience both the tasty Irish cooking as well as aspects from the German way of doing it. And, if you really want to stretch it , you can always go to one of the numerous Polish shops to expand your horizon even further. Given that you only have to travel once, that's pretty good for your “list of new experiences”.