// M&S has nudged Waitrose and Aldi off the top spot in Which?’s annual supermarket satisfaction survey
// The traditional Big Four retailers slipped to the bottom half of the leader board
M&S has nudged Waitrose and Aldi off the top spot in the annual supermarket satisfaction survey from Which?.
The retailer received the highest overall customer score of 77% for its quality of own-label items, fresh products, customer service and store appearance.
M&S chief executive Stuart Machin said in a LinkedIn post the high score “shows the work we’ve been doing to modernise our store estate, innovate our food offer, and double-down on quality is resonating with customers”.
“However, the job is not done, and across M&S we are relentlessly focused on protecting the magic of our brilliant food business and ensuring we always deliver trusted value to our customers,” he added.
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Despite taking the top spot, the retailer scored two out of five stars for value for money along with Waitrose, Sainsbury’s, Tesco and Asda.
Co-op sat at the bottom of the leader board, at 61%, scoring between one to three out of five stars for value for money, stock availability, as well as range and quality of products.
The traditional Big Four supermarkets – Tesco, Sainsbury’s, Asda and Morrisons – fell to the bottom half of the leader board.
Which? retail editor Reena Sewraz said: “Our results highlight how many shoppers are prioritising value for money above all else but, for those who can afford it, high-quality products and a positive shopping experience still really matter.
“None of the supermarkets received five stars for value in-store, but the discounters still led the way in this category.”
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