Lidl opens pop-up restaurant in Madrid

Date : 28 November 2016

Lidl has opened its first pop-up restaurant in Spain. Located at the emblematic Capitol Cinemas in Central Madrid, the retailer opened the restaurant between 25 to 28 November, offering a menu created by Michelin star chef Sergi Arola using items from its ‘Deluxe’ range.

Lidl gave premiere treatment to the event at the Capitol Cinemas on Madrid's iconic Gran Via.

Source: IGD Research

Promoting the Deluxe range

Devoted to showcase the retailer’s premium range, Lidl’s restaurant offered a set menu made up of starters, four main courses and two desserts. The discounter’s aim was to suggest an innovative menu that people could easily recreate at home purchasing ‘Deluxe’ products that Lidl is marketing in the run-up to Christmas.

The opening coincided with the sale of the more than 400-item ‘Deluxe’ range for Christmas. Lidl launched ‘Deluxe’ almost a decade ago, and said that it refreshes it annually by renewing over a quarter of its offer each year. As part of the 2016 refresh Lidl collaborated with Arola to develop over 70 products, which include gourmet items like sweet and salty mini-cones and mini ice-creams with chocolate fondue and toppings.

Selection of Deluxe items used in the menu.

Source: IGD Research

Initiative proves popular with shoppers

More than 1,000 people had the opportunity to taste the menu, at a price of €10 per person, with the proceeds donated to children’s charity Ayuda en Acción. People had to book in advance to secure a table in a space with capacity for just 60 diners. Underlining the schemes marketing potential it garnered strong coverage for Lidl and proved to be very popular with shoppers, with the restaurant being fully booked just hours after opening for bookings.

The seating area of the Capitol Cinemas was transformed into a stylish restaurant.

Source: IGD Research

Making ‘Deluxe’ increasingly local

Lidl continues to increase the number of ‘Deluxe’ products sourced in Spain, which currently account for more than 50% of the range. Deluxe sales account for about 3% of Lidl’s total sales, while a large number of the “Spanish” Deluxe items are also sold in the other 26 European countries where it operates.