Lidl is also my first choice in Sweden when it comes to supermarket. It does not make sense for me to pay 30-50% more of my money to a relatively same product f

Lidl is also my first choice in Sweden when it comes to supermarket. It does not make sense for me to pay 30-50% more of my money to a relatively same product from COOP or ICA. Imo, they're already good at the supermarket business. I am wondering, instead of doing something out of their expertise, why they do not try to focus and beat other players in their core business. I think there are plenty of areas that can be improved. Having only 70 army and try to be on par with AWS is preposterous!