Overview
- Marks & Spencer leads in-store satisfaction with a 78% customer score and five-star ratings for service, appearance, range and food quality, but its two-star value score kept it from Recommended Provider status.
- Aldi is the only in-store Which? Recommended Provider, earning the highest value rating (four out of five, tied with Lidl) and a 76% in-store score despite lower marks for service and product quality.
- Tesco matches Aldi’s 76% in-store score and shares the top online rating with Waitrose at 81%, but it misses Recommended Provider status due to Clubcard discounts not being accessible to all shoppers.
- Asda and Morrisons are joint lowest in-store at 68%, with Asda also ranking last online at 71% following shopper complaints about queues, service, availability and fast-spoiling fresh food.
- Which? surveyed more than 3,500 shoppers across service, range, quality, store appearance and value, noting that loyalty-pricing accessibility is a key factor in its provider recommendations; Ocado and Sainsbury’s also performed well online at 80% and 79%.