The grocery industry is focusing on the online revolution and AmazonFresh. But, actually, a different format is outperforming the growth in the online channel and the total sector by quite a margin – the hard discounters.

Following that logic, Schwarz’ CEO has mothballed the Lidl click & collect prototype in Berlin. He pointed to the UK, the most advanced online grocery market. The fastest growth, again more than 20% this month, is achieved by Aldi and Lidl.

So, while focussing on the long term, the digital revolution and transformation is of course the right thing to do, grocers shouldn’t take their eyes off the ball. In the immediate here and now – the discounters are the real threat to top line sales and margins.

And now Schwarz Group’s Lidl, the EU’s biggest retailer by sales, is coming to America?