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The Brief
Published: 5 Dec 2014

Budget Supermarkets’ Deluxe Pop-Ups

Extra
Aldi's crab starter with vine tomato and caviar

Global discount supermarket chain Aldi is set to open several pop-up restaurants in partnership with French celebrity chef, Jean-Christophe Novelli.

The restaurants, open in five cities across the UK between late November and early December, will feature dishes made using products from Aldi's Specially Selected range, which includes caviar, crab and turkey wellington. Reservations can be won by tweeting the brand.

Meanwhile, a new pop-up restaurant called Deluxe, which serves dishes made with ingredients from global discount retailer Lidl, has opened in Shoreditch in London. Open until mid-December, the restaurant will serve dishes such as smoked reindeer with pickled blackberries, and tagliatelle with lobster and truffle oil, and will also host wine-tasting events.

While Lidl has not directly associated itself with the restaurant, the pop-up fits in with its ongoing #surprises campaign, where it introduces consumers to food without telling them that it's from Lidl. The Deluxe logo also matches that of Lidl's new deluxe premium food range.

In the UK, discount stores such as Aldi and Lidl have seen huge success as consumers look to cut costs. While the retailers offer low-price goods, they are also targeting middle-class consumers with affordable luxury product ranges and upmarket pop-up eateries. For more on this, see Rebranding Budget.

For more low-price retail initiatives, see Budget Bakery and Walmart's Affordable Organic Range. Meanwhile, Own-Label Packaging showcases progressive approaches to own-label product lines.

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