Aldi knocks Waitrose off top spot for customer satisfaction

Aldi knocks Waitrose off top spot for customer satisfaction

Customers prefer Aldi's special offers and high quality fresh and own-label produce.

Supermarket group Tesco, Britain's biggest retailer, is planning a chain of cut-price stores to counter the growth of discount rivals Aldi and Lidl, the Sunday Times newspaper reported.

The annual customer satisfaction survey found that shoppers were impressed by Aldi's "fantastic prices", awarding it a five-star rating in value for money and an overall satisfaction score of 74%.

Tesco is preparing the ground to launch its own line of discount stores as it seeks to tackle budget chains Aldi and Lidl at their own game.

Some Aldi shoppers have got more than they bargained for in recent weeks, though; one customer reporting finding a rat in a bag of frozen vegetables, while in a separate incident a woman discovered a live stick insect in her salad.

Supermarkets were ranked in the in-store category based on consumers' feelings about the appearance of stores, queuing time, staff availability, the range and quality of products and value for money.


Waitrose was given a two star value for money rating compared to Aldi and Lidl's five, after 6,800 people were surveyed.

The research saw 6,800 members of the United Kingdom public questioned about their experience of shopping for groceries both in-store and at online supermarkets over the six months to October 2018, when the survey was conducted.

Sainsbury's came last, while Iceland topped the supermarkets' online service ranking.

Aldi has topped the annual Which? supermarket satisfaction survey as value for money continues to be the key driver for shoppers. Home Products and Services.

Among the online supermarkets, Iceland claimed the top spot for the third year running, but shared the title with Ocado for the first time.

Alex Neill, managing director of Which?, said: "With food costs rising it seems as though shoppers have felt the pinch and are voting with their feet and wallets".

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