Customers rank Waitrose top of the shops

Waitrose has been crowned the UK’s favourite supermarket for customer satisfaction, beating the “big four” supermarkets for the second year running.

The Which? supermarket survey that polled 12,000 people gave Waitrose a satisfaction score of 85% and praise for making shopping a “pleasurable experience”.

Marks & Spencer is in second place with 68%.

The poll also found Aldi and Lidl at third and fourth spots respectively, ahead of bigger players Asda, Morrisons, Sainsbury’s and Tesco. Both discount supermarkets received five out of five stars for pricing.

Which? chief executive Peter Vicary-Smith says: “By beating well-known stores Tesco, Asda, Sainsbury’s and Morrisons, they’ve proven that supermarkets don’t need to be a market leader to score well with customers.”

The Co-operative was ranked the lowest supermarket with a score of 46%, with one respondent saying: “it usually has a convenient location, but it’s not particularly good for anything else”.

The second annual Which? supermarket survey also asked about online supermarkets and found Ocado on top with 83% and Waitrose Deliver just behind at 82%.

Which? annual supermarket survey results

1. Waitrose 85%
2. Marks and Spencer 68%
3. Aldi 65%
4. Lidl 64%
5. Morrisons 59%
6. Sainsbury’s 57%
7. Asda 53%
8. Tesco 49%
9. The Co-operative 46%