20 February 2017 - Janet Bird
Waitrose has made it three in a row, topping the annual Which? supermarket consumer satisfaction survey for the third year running.
The upmarket grocer was awarded best for in-store experience, with the 7,000 customers surveyed as part of the poll lauding Waitrose's staff for their customer service focus.
Marks & Spencer came second in the in-store category with discounters Aldi and Lidl coming in joint third place.
Morrisons showed a marked improvement on the previous year, when they came second last in the in-store category. This year, they finished in fifth place.
Top of the polls for online customer satisfaction was Iceland, which pipped online only Ocado to the post for the second year running. Friendly drivers and convenient times helped Iceland clinch the top spot, while Morrisons finished in third place.
The M&S Simply Food chain won the convenience store category.
Bottom place for both in-store and online experience went to Asda as, although customers thought they were good value, they did not rate the food quality as highly as that of its rivals.
Which? said that while value for money remained the most important consideration for customers, the appearance of stores and the quality and availability of fresh produce were also priorities for shoppers.