Boss of German supermarket Lidl plans to crack the US market with American staples like doughnuts and bagels

The new boss of Lidl in the US hopes to turn the struggling supermarket around by catering better to American appetites - starting with staples like doughnuts.

The German discount grocer - with 12,200 stores globally but just 170 is the US - is known for its fresh fruit and vegetables, as well as European pastries.

But CEO of Lidl US, Joel Rampoldt, says under his leadership he wants the supermarket to stock products that appeal more to American customers.

In comments sure to please police officers across America as well as Homer Simpson, the supermarket boss said he planned to sell 'great American doughnuts, decadent American doughnuts, larger, richer doughnuts.'

Lidl opened its first store in the US in 2017 but is much smaller than rival German discount retailer Aldi, which has around 2,400 stores and last month it said it would open another 800 in the next five years.

Rampoldt's appointment as the fifth CEO of Lidl US six months ago marks a departure from its existing strategy. He is the first American chief executive and had not previously worked for Lidl, unlike previous appointees.

'When I look at it, I think we're missing some things that the US consumer expects to find,' he told Progressive Grocer in a recent interview.

Rampoldt indicated he was going to do things differently, noting that his predecessors had promoted its famous $0.69 croissants.

In 2021, Lidl US launched an ad campaign promoting its 'crazy cost-effective croissants'.

'They're the best croissants you can buy in the US,' he said. 'But we can have great American doughnuts, too, decadent American doughnuts, larger, richer doughnuts.'

'And we've got to have great bagels,' he added. 'You'll see us rolling those things out soon.'

Since taking the job, Rampoldt said he has been working shifts in various stores across the country - from Atlanta and Washington DC - to better understand the business.

He noted that the 'commercial transformation' will be driven by new leadership. American supermarket veteran Tod Seiling was recently named as a VP of fresh food and will oversee the buying of meat, fish, poultry and other produce.

Meanwhile, new customer service officer Frank Kerr will bring 'an American perspective to some key areas'.

And in the coming months, ahead of July 4, Lidl will revamp its meats section too.

'You'll see big changes in the product that's on the shelf, what the product is, how it's packaged, how we brand it, how we present it,' he said.

Adjusting its offerings depending on the time of year is another pillar of Rampoldt's strategy.

'One of the things I think is really important in that area is that we're seasonally relevant and that we have the right products for the right holidays,' he said. 'The calendar drives really in the US much more than in some other countries.'

But while Lidl US will shift its inventory, it will stay true to its roots by retaining the compact size of its stores and prioritizing value for money.

'It's easier to get in, get what you need and get out,' said Rampoldt. 'You can get what you need, and at great quality and a great price. We want to be our customer’s first choice.'

Last week, Lidl confirmed a new round of layoffs affecting employees at its US headquarters in Virginia.