Marketing - Thursday, January 27, 2011 11:23 - 0 Comments

Waitrose comes out on top for second year running

Supermarket giant Waitrose has taken the title of the UK’s favourite supermarket for the second year in a row.

According to marketing news publication, Marketing Week, the company won a score of 85 per cent in the recent Which? supermarket survey. Consumers confirmed it makes shopping a more “pleasurable experience,” helping it beat high-class rival, Marks & Spencer, which took 68 per cent of the votes.

Surprisingly, the third and fourth spots were not taken up by any of the ‘big four’, instead housing Aldi and Lidl respectively; with Tesco, Sainsbury’s, Morrisons and Asda all following behind.

The chief executive of Which?, Peter Vicary-Smith, gave his opinion on the results: “Once again, Waitrose has come out on top in our rigorous supermarket survey, delivering on quality, service, range and store environment.”

“People are still on the look out for a bargain though, as Aldi and Lidl’s performance shows. 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,” he said on Supermarket.co.uk.

The Co-operative, which just made the top ten with 46 per cent of the votes, had less-than-perfect reviews – with one disgruntled shopper claiming: “It usually has a convenient location, but it’s not particularly good for anything else.” According to the survey, visitors to the Co-op felt let down by value for money, quality, customer service and the special offers available.