Lidl will promote Sunday’s big game between the Eagles and Patriots with an event at its new Middletown store.
Customers at the Middletown and Vineland, N.J., locations can watch the game in the store and receive a discount on their purchases.
Large television screens will beset up in-store, with free chips and soft drinks.
Those shopping in the Vineland store can also partake in tailgating fare from the Lidl food truck – hot dogs and hamburgers.
The new grocery chain has two stores in the Philadelphia Eagles region as it builds a footprint in the region. The company has a distribution center in nearby Cecil County, MD.
During the week, Lidl has been offering sales prices that include avocadosat 49 cents each and deep discounts on chicken wings.
Since opening its first U.S. locations in June 2017, Lidl has driven grocery prices down in the neighborhoods in which it operates stores, the company says.
According to a study by the UNC Kenan-Flagler Business School, other retailers have reacted by slashing prices by as much as 55 percent in the immediate vicinity of Lidl stores in order to compete.
“Lidl is proud to offer championship prices on our quality goods, every day. We are excited to be part of this community and hope customers will join us for Sunday’s celebration of the Big Game,” said Will Harwood, Lidl’s director of Communications.
Lidl operates more than 10,000 stores in 28 countries, offering customers the highest quality fresh produce, meat, bakery items and a wide array of household products at the lowest possible prices.
Lidl first established its U.S. headquarters in Arlington County, VA in June 2015. Since then, it has announced regional headquarters and distribution centers on the East Coast.
The German company has been in the news for pulling back on store expansion plans and perhaps reconfiguring stores to smaller formats closer to population centers. The family-owned company has not commented on its plans.
Meanwhile, rival German grocery chain Aldi has ramped up its expansion by opening its first two stores in Delaware, including a location in fast-growing Middletown.