Waitrose named top store for customer satisfaction

WAITROSE has topped an annual in-store supermarket satisfaction survey from Which? for the second year in a row, beating Marks & Spencer into second place.

The upmarket store scored a maximum five stars in nearly every category covered in the poll – from ease of finding products and fast-moving queues, to friendly staff and the appearance of its shops. It was let down only by a two-star score for value, and received an overall score of 76 per cent.

Leeds-based Asda was ranked bottom in the survey. The consumer group’s findings suggest shoppers like Asda’s range of goods, but want more recyclable packaging and products without packaging, as the store received only one star for this aspect.

Which? said its findings suggest that Asda provides neither the noteworthy store experience of Waitrose or Marks & Spencer nor the value of Aldi or Lidl.

An Asda spokesman said: “We’re always happy to take feedback – but as 70 per cent of the Which? panel surveyed haven’t visited an Asda in the last six months, we don’t believe their findings are a true reflection of the experience of our 18 million weekly shoppers who are looking for a supermarket that provides great value, range and service to customers working to any budget.”

Bradford-based Morrisons was fifth out of the nine supermarkets surveyed with 65 per cent.

Marks & Spencer cemented its reputation for quality food and drink, scoring five stars for both its own-brand and fresh produce.

M&S was unable to match Waitrose for ease of finding products, queues or staff availability, Which? said.

Harry Rose, of Which? magazine, said: “The quality of fresh products is the single most important factor for our members when choosing where to shop in store, and this is just one of the areas where shoppers have told us that Waitrose excels.”