"Lidl's tend to concentrate in the lower class and deprived areas..."
That ain't necessarily so, retro. They've recently opened a branch in Sevenoaks and whilst that area may not be quite as affluent as parts of leafy Surrey, "lower class and deprived" are not words I would use to describe the area:
http://uk.ask.com/wiki/Sevenoaks?lang=en
"Sevenoaks, like much of West Kent, is characterised by high levels of economic activity and a skilled resident workforce, together with a large proportion of that workforce commuting to their places of employment. Those factors, however, led to high house prices and pressure on the local area to build yet more houses. Many of those houses attract high prices, making it difficult for poor people to live there... One description given is that the area in general is "cash rich but service poor".