Waitrose With Aldi And Lidl Beat Big Four For Customer Satisfaction

Waitrose has been named the nation’s favourite supermarket for the second year running by consumer group Which?
The upmarket grocer retained the number one title after receiving a score of 79 per cent in this year’s Which? survey of 13,000 UK shoppers, which combined overall satisfaction and ‘likelihood to recommend to a friend’ ratings to give an overall score for each retailer.
Waitrose achieved a top five star rating for product quality and customer service. One respondent commented on the chain’s “superior quality of food” and another described shopping there as “a pleasure”.
Marks and Spencer came second overall with a score of 64 per cent, while discount retailers Aldi and Lidl saw off competition from the ‘big four’ supermarket groups to come joint third with a score of 61 per cent.
The bargain chains scored five stars out of five for price and three stars for product quality received – the same as their ‘big four’ rivals.
In fifth place was Sainsburys with a score of 58 per cent, followed by Morrisons (56 per cent), Asda and Tesco (49 per cent), the Co-op (45 per cent) and in last place (41 per cent).
Online supermarkets were also rated by Which? members on delivery and order accuracy. Ocado and WaitroseDeliver.com came joint top after achieving the highest satisfaction score of all (80 per cent).
Which? chief executive Peter Vicary-Smith said: “The success of some budget supermarkets in our survey proves that savvy shoppers can make the most of their money without compromising on quality.”
“UK shoppers want the whole package: great value for money, a wide range of quality products and a pleasant shopping environment.”
“It’s not rocket science, but those supermarkets that consistently get it wrong should beware – shoppers will vote with their feet and take their business elsewhere.”