@kaia interesting, Lidl in CZ did a turnaround to quality some 5-10 years ago and now it's often the only grocery chain over here where you can get standard (= German) quality stuff when all the others sell junkier things...
They still compete on price but the quality is mostly better than that of competition at the same price point and they achieve it in other ways (say less choice, more efficient packaging, as little staff in stores as possible etc.)