Dive Brief:
- Lidl US has introduced a 10% discount to all of its workers, a company spokesperson confirmed to Grocery Dive.
- The discount can be combined with deals from the grocer’s new loyalty program.
- With the new offering, Lidl joins other major grocery retailers in providing a discount as a workplace perk.
Dive Insight:
The grocery chain said that the discount not only helps provide financial support to its workers but can also help boost morale and make Lidl a more attractive option for job seekers.
“Our employees are the face and voice of Lidl US, and we want them to feel proud representing us — whether they’re helping a customer on the shop floor or sharing a meal with friends on the weekend … Ultimately, this isn’t just another workplace perk. It’s a genuine thank-you for the heart, talent, and energy our team brings to work every single day,” Lidl US Chief People Officer Mark Lacey said in an emailed statement.
Walmart, Kroger, Trader Joe’s and Target are among the major grocery companies that provide employee discounts.
Lidl US noted that the employee discount could further help to incentivize its workers to try the products it sells, especially its private label and bakery items.
The discount comes as Lidl US rolls out a new loyalty program and app. The new program, which debuted in early July, lets participants earn points that they can redeem for free products, access personalized coupons and receive “member exclusive” pricing at checkout. As part of the update, the grocer launched a new app called Lidl Plus.
These changes took place in the same month that Lidl US welcomed Alan Barry as its new CEO. The grocer operates more than 200 stores across nine East Coast states.
Sam Silverstein contributed reporting
