A survey by consumer group Which? has named Waitrose as the favourite supermarket of UK shoppers, with Aldi close behind in second place.
According to the group Waitrose shoppers praised its customer service, store environment and the quality of its own label goods and fresh produce. It won the league table with an overall customer satisfaction score of 73 per cent, just one point higher than discount rival Aldi which was praised for its low prices.
Iceland, M&S and Lidl also performed well on the high street, while Ocado was named top online supermarket for the fifth year running. ‘Shoppers told us that value and good quality food products are the most important factors in choosing where to shop. Waitrose and M&S excel at the latter, while Aldi, Iceland and Lidl each get five-star ratings for their pricing. No other supermarket stands out in these areas,’ said Which? in a statement.
Waitrose managing director, Mark Price, said, “We’re grateful to all the customers who voted for us, it’s a great accolade and fantastic recognition for the energy and hard work our 61,000 partners put into creating the best possible experience for shoppers both in our shops and online.”