Waitrose is number one supermarket says Which?Waitrose tops Which? annual supermarket survey

15 December 2011

shopping waitrose groceries

Waitrose has topped the Which? supermarket satisfaction table for the third year running with Aldi and Lidl edging ahead of Marks and Spencer for the first time.

Waitrose got a very impressive score of 83% with impressive customer ratings - it was the only store to get five stars for customer service.

Aldi and Lidl came second and third - reflectling squeezed household budgets and the importance of pricing. 

They were the only supermarkets to really improve on last year’s scores with 72% and 68% respectively.

Online Which? found that Ocado was the joint top scoring online supermarket, along with Waitrose on 80%.

Pricing bugbears

Given the rising cost of food Which? asked what its members think about supermarket prices and only 22% said they trusted supermarkets to charge a fair price for food. 

Which? also asked members what bothers them most about pricing. The proliferation of multibuys compared with discounts was the top gripe. 

Labelling that leads you to think items are on offer when they’re not was hot on its heels, followed by difficulty comparing prices using unit prices.

Which? is campaigning to help ensure everyone gets the right food at the right price and has launched a Price it Right campaign. 

Which? wants to see shops make their prices easier to understand. This includes unit pricing (price by weight, volume or item) which needs to be clear so that different products can be easily compared to find the best deals.

11,000 Which? members surveyed

Which? asked more than 11,000 members of its Which? Connect online panel what they thought about supermarkets.

 The overall customer score for each retailer is a combination of customer satisfaction and likelihood to recommend to a friend. 

Which? also gave star ratings for a range of measures including customer service, value and special offers and store environment.