The British people have spoken and named Waitrose as UK’s best supermarket for the third consecutive year, as part of Which? annual customer satisfaction survey.
The upmarket grocer has outperformed its rivals, narrowingly beating Marks & Spencer. It was also the only chain to get five stars for staff availability and helpfulness. The majority of the 7,000 shoppers surveyed praised Waitrose and M&S for their stores’ layout and product quality, including private-label and fresh items. Among the elements being judged were appearance, length of queues, ease of finding products and overall quality of fresh foods.
Asda (ninth), Tesco (eighth) and Sainsbury's (seventh) occupied the last three positions due to the unavailability of popular items and lack of value for money. Asda also came last in the online rankings.
Here is the ranking:
Waitrose, 74% in-store / 71% online
Iceland, 69% in-store / 77% online
Marks & Spencer, 73% in-store only
Aldi, 72% in-store only
Lidl, 72% in-store only
Morrisons, 70% in-store / 74% online
Sainsbury’s, 67% in-store / 71% online
Tesco, 66% in-store / 74% online
Asda, 62% in-store / 71% online
Ocado, 76% online only