Store name - correct pronunciation

[Scylax]

I never knew how to pronounce the name of our local store, Lidl.
2 years ago, I was shopping in that store and heard 3 young ladies speaking German. I
thought it opportune to ask their opinion, and they replied that they were from Austria, and they pronounced it Lie-del to rhyme with 'bridle'. They also thought that this may be a regional pronunciation, as in Germany they they called it Lee-del.
My German was not really good enough to argue the pros and cons, nor was their English, but I'm still wondering. Any definitive answers, anyone ?

[squarebear]

It says Lee-del on the TV adverts.

[gingejbee]

I'd say "not Aldi - the other one. Actually, think it's Lee-dl.

[chelle7272]

I think officially it's lee-dell, but round here we say liddle