The Littlehampton branch of Lidl is to follow the fate of the supermarket chain's first New York City based store.
Lidl spokesman Mike Smythe told The Grocer magazine: "Lidl Little Italy was a brave attempt to bring New York Italian Americans value for money and 24 hour service in their own neighbourhood. Unfortunately, if you get into a cab in New York and say "Lidl Little Italy" it's hard to make yourself understood. All too often you overshoot with an extra syllable and you end up sounding like "liddliddliddliddle". We found we were having similar problems with Lidl Littlehampton in West Sussexex. It's a branding glitch and we're working hard to get over it."