Its a common belief that low price means low quality. Lidl tried very hard to make their customers belief that they can get high quality at low price.
To change this mindset of Swedish consumers about discount store, they opened up a restaurant in Stockholm. They rearranged the name Lidl to DiLL which was a huge success and was fully booked and crowded. No one new that all the ingredients used were bought from discount store Lidl. DILL closed after three weeks proving the point that Lidl's low priced food lives up to highest of the standards.