Lidl opens beer terrace in Prague
Discount supermarket chain Lidl has created a “Lidl Summer Terrace” in Prague’s Stromovka Park in a new marketing move that is set to boost awareness of the retailer’s food and drinks offer.
The terrace, which officially opens from 18 June but already has kiosks running in a trial phase to serve passers-by, includes seats branded with the Lidl logo along with beer benches made from wooden pallets. The location will remain open until September.
89p lager
Consumers can order refreshments from the retail chain’s private labels and features the supermarket’s Argus beer served on draught along with Freeway sodas, Bellarom coffee, and Ballino and Gelatelli popsicles.
According to the retailer, the summer terrace project also offers users of the supermarkets loyalty scheme a series of perks and revealed that customers who present the Lidl Plus mobile app will be able to buy the terrace’s food and drink items for up to half price.
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For example, with the app discount, a half-litre of draught beer will cost just CZK25 (89p) while an espresso will be priced at CZK20 (71p).
Unconventional marketing
The venue is located at the park’s Grillpoint 1 spot and is situated between the Křižík Fountain and the Rudolf’s Pond pier.
The terrace is the latest in a series of unconventional marketing moves that have been made by Lidl in the Czech market. For instance, in April, the retailer partnered with the Czech footwear brand Botas to release a limited-edition pair of trainers called “Lidl Botasky,” which sold out across the country almost immediately after hitting shelves.
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