Lidl Summer Terrace in Prague Attracted Around 80,000 Visitors

With affordable beer, speciality coffees and a weekend programme, the Lidl Summer Terrace became a popular meeting place in Prague. Following its first season, the discounter has hinted at a return.

The Lidl Summer Terrace at Prague’s Výstaviště exhibition grounds near Stromovka Park attracted around 80,000 visitors in its first season. Over 110 days, the discounter offered its own-brand drinks, ice cream and snacks there. According to the company, interest exceeded expectations.

Through the project, Lidl brought its products out of its stores and into a meeting place affectionately known by locals as the “Lidl beer garden”. Visitors could sample freshly draught Argus beer and Bellarom speciality coffees, among other products. The aim was to raise awareness of its own brands and strengthen direct contact with customers.

“The surroundings of Výstaviště and Stromovka provided us with an excellent setting to strengthen perceptions of our own brands and bring them closer to customers in a relaxed atmosphere,” said Marcin Pohl, Lidl’s Chief Customer Officer, in a press release.

Photo: Marcin Pohl | LinkedIn

Argus Beer as a Crowd-Puller

According to Lidl, draught Argus beer was particularly popular. Six varieties were available, including Maestic premium lager and various shandies.

According to the company, awareness of the terrace extended well beyond those who actually visited. An Ipsos survey cited by Lidl found that one in three Prague residents had heard of or talked about it.

Almost nine in ten visitors were satisfied with their visit, according to the survey. The drinks selection, value for money and atmosphere received particularly positive ratings. Queues were the most common criticism. Lidl said these had been shortened over the course of the season by adding more staff.

According to Lidl, the Summer Terrace appealed to a range of visitors: alongside younger guests, it attracted older people taking a walk in the park, families with children and people coming after sports training.

Photo: FeedIt

Beer from 15 Crowns and More Than 200 Cups of Coffee a Day

Prices were particularly low for users of the Lidl Plus app. With the app, a small Argus beer cost 15 crowns and half a litre cost 25 crowns.

The terrace also included a Bellarom café offering discounted speciality coffees. The drinks were served by baristas in porcelain cups. According to Lidl, more than 200 cups of coffee were served each day. The range was complemented by Freeway soft drinks and iced tea, Gelatelli ice cream and savoury snacks from Snack Day and Alesto.

A Return Next Year?

Alongside the food and drink, there was an accompanying programme at weekends. This included a cooking show with Roman Paulus, a group run with Roman Šebrle and nutrition tips from Miloslav Šindelář. Whether and in what form the Lidl Summer Terrace will return next year remains open. However, Pohl hinted at a return: “It would be a shame not to build on such a success. But we do not want to reveal exactly how just yet.”