Dino followed the Ladybug. This product for PLN 19,99 may vanish from the shelves

The Polish network of Dino supermarkets, known for its dynamic expansion in smaller towns, makes a bold decision that puts it in direct competition with Lidel and Ladybug marketing strategies. There was a product in the stores that goes beyond the standard food offer – flaps with a distinctive network logo. This is simply a conscious decision aimed not only at expanding sales, but above all at building the brand's image as part of the everyday lifestyle of Poles and not just places for shopping. The inspiration is apparent due to the fact that akin promotional actions brought large success to her top rivals.

Introduction to the offer of your own clothing gadgets is simply a proven way to strengthen your relation with customers and make media noise. Lidl started this trend in Poland as early as 2020, and his collection of clothes and accessories became a viral hit. 2 years later, the Ladybug joined, besides with success. Now Dino, after fresh controversy over the construction of the store in the prestigious Warsaw territory of Wilanów, decided to keep interest and show that he can surprise. Product price, fixed at 19,99 złmakes it available to anyone that can translate into the instant disappearance of goods from shelves.

Dino's following the competition. Logo flip-flops time

Dino's decision to sale flaps with its own logo is simply a strategical decision that perfectly fits the trend observed in the discount marketplace for years. It is no longer just about offering food products at the lowest prices, but about building a lifestyle brand. The flaps are available at the price of 19.99 zł per pairwhich makes them highly attractive for a wide scope of audiences. The network has prepared 2 colour versions: 1 with a logo on a white background and the another with a background in a distinctive corporate green.

The network's marketing message underlines the universality of the product. "There are things that suit everyone and check everywhere. Our fresh flip-flops are 1 of them" says Dino, suggesting that shoes will work both at home, garden, poolside and on their way to regular shopping. It's a clever mention to the brand's image as a close, "neighborly" store that accompanies customers in their regular activities. This decision is simply a direct consequence to the actions of Lidel and Ladybugs, whose limited collections of clothing and accessories not only generated profits, but primarily built client engagement and loyalty, turning them into brand ambassadors.

For Dino it is another step in evolution from a local store to a nationwide giant. The introduction of specified a product is proof that the company feels assured adequate on the marketplace to experimentation with the image and enter new, non-obvious territories for the supermarket. It is besides a signal to the competition that the Polish network does not intend to lag behind and is ready to fight for the attention of consumers on all fronts.

Phenomenon of the Polish network. How did Dino conquer the market?

Dino's success is not accidental, but the consequence of a thoughtful and consistent strategy. The company, founded in 1999 by Tomasz Biernacki, from the beginning focused on the marketplace niche, which was ignored by larger abroad players. alternatively of fighting for a client in large agglomerations, Dino bet on expansion in smaller towns and villages, frequently in towns with little than 10,000 inhabitants. In many of these locations, Dino stores were the first modern trading facility to build a strong position and a loyal client base.

The business model was besides the key to success. Dino controls the full supply chain – from his own meat plant Agro-Rydzina, through a network of distribution centres to his own transport. This guarantees the regular transportation of fresh products, including meat, meat, fruit and vegetables, which is 1 of the main assets of the network. The scale of improvement is besides impressive. In 2010, the network had only 111 stores to scope the number by the end of June 2025 2 835 sites. The company besides invests in modern solutions, specified as photovoltaic panels, which have already been installed on 92% of stores, which reduces operating costs and fits green trends.

This dynamic improvement made Dino 1 of the largest companies listed on the Warsaw Stock Exchange, and its founder 1 of the richest Poles. The business model based on the precise matching of the offer to the needs of local communities proved to be highly effective and allowed the company to build solid foundations for further expansion.

Not just success. Controversy around the store in Wilanów

Despite the scope of successes, Dino's image is not free from controversy. The loudest of them broke out late erstwhile the network decided to open its first store in Warsaw, choosing the prestigious Wilanów as its location. The decision to build a marketplace on Sytej Street caused a real storm among any residents. Protesters argued that a narrow street that they think is not suitable for handling vansWhich could make traffic and noise.

There were besides allegations of aesthetic nature. Critics claimed that a simple, standard supermarket building with a large logo “distorts the aesthetics” of an elegant district, known for its modern settlements and residences. The case rapidly became public on social media, where the inhabitants of Wilanów were accused of snobbishism. More than 300 people signed a petition against construction. Despite this, the Mazovian voivode continued to approve the construction, arguing that the investment was consistent with the local spatial planning plan.

All the confusion, though problematic for the company, brought large publicity. Dino became the subject of a nationwide debate, which could paradoxically strengthen brand recognition. The introduction to the marketplace of logo flaps can be seen as another step in this media game – an effort to convert controversy into marketing success and show that the brand has a distance to itself.

What does that mean for customers? Marketing strategy in practice

The introduction of Dino logo flaps is more than just expanding the range. This is simply a thoughtful part of a marketing strategy that aims to change brand perception. Discons ceased to be just a place of inexpensive buying – they became part of pop culture. Customers, wearing products with the logo of a favourite store, become its live advertising and manifest their affiliation to a certain community. It builds an emotional bond that is much more durable than a attachment based only on a low price.

For customers this means that Dino wants to be closer to them, offering not only the products of the first need, but besides the elements that let to express himself in a somewhat humorous way. Having specified flip flops can become a fashionable, ironic gesture, as was the case with Lidla or Ladybug products. Low price (19.99 zł) makes it a gadget available to everyonewhich increases his possible to become a viral hit.

In the wider perspective, this is proof of the increasing strength and ambition of the Polish network. Dino not only competes effectively in the field of price and quality, but besides enters the battlefield for consumer image and loyalty. For the Polish retail market, it is simply a signal that the competition between the biggest players is becoming more and more fierce and will take place not only on store shelves, but besides in the sphere of marketing and culture.