Head of Consumer Research

Home , Londis (Ireland), Londis (United Kingdom)

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Franchises and Fascias: Who is leading the way in the world of food retailing? How do Symbol Fascias stack up versus the bigger players…….

• We asked shoppers of the various supermarkets & convenience stores to rate the brands they use on : – Convenience – Value for Money – Product Quality – Customer Service – Product Availability

• The following slides show each brand performs according to their own shoppers and we have grouped results by similar store formats : – The Big 4 – The Big 4 convenience stores plus The Co-op – The Discounters – M&S and Waitrose – Convenience Store Symbol Fascias

*Please note that the symbol fascias with fewer than 50 ratings have not been included due to their low base size © Harris Interactive but Morrisons Local has been included on slide 5 and highlighted with a small base of 33 respondents 2 The ‘Big 4’ perform well on all metrics. ASDA, on average, achieves higher scores than the other three across all metrics, in particular driven by ‘value for money’

65% 54% 67% 62% 76% 57% 44% 76% 69% 76%

30% 21% 31% 29% 31% 15% 21% 24% Rated 25% 9% 5/5 46% 47% 34% 39% 41% 46% 45% 46% 33% 34% Rated Convenience Value for Product Customer Product Convenience Value for Product Customer Product 4/5 money quality service availability money quality service availability

61% 75% 70% 68% 77% 56% 56% 68% 62% 70%

31% 25% 26% 36% 24% 18% 26% 31% 26% 14% 44% 44% 42% 44% 44% 44% 31% 41% 41% 30%

Convenience Value for Product Customer Product Convenience Value for Product Customer Product money quality service availability money quality service availability

Q2-6. How would you rate these retailers on convenience, value for money, product quality, customer service and product © Harris Interactive availability? Please use a 1-5 scale with 1 being the worst and 5 being the best. Base: Tesco (1,333); Sainsbury’s (1,038); ASDA (1,118); Morrisons (846) Across almost all metrics, the Big 4’s C-stores score worse than their larger counterparts – especially product availability. The Co-op Food scores behind Tesco Express/Metro and Sainsbury's Local on all measures especially value for money.

71% 36% 62% 54% 50% 66% 30% 69% 60% 47%

16% 37% 26% 23% 18% 15% 21% 10% 9% Rated 45% 5% 5/5 34% 27% 36% 35% 40% 46% 39% 37% 24% Convenience Value for Product Customer Product Rated Convenience Value for Product Customer Product money quality service availability 4/5 money quality service availability

* CAUTION low base

55% 55% 53% 62% 41% 61% 22% 56% 52% 39%

7% 13% 29% 3% 34% 16% 15% 48% 53% 48% 11% 38% 26% 4% 40% 37% 28% 27% 18% Convenience Value for Product Customer Product money quality service availability Convenience Value for Product Customer Product money quality service availability

Q2-6. How would you rate these retailers on convenience, value for money, product quality, customer service and product © Harris Interactive availability? Please use a 1-5 scale with 1 being the worst and 5 being the best. Base: Tesco Express/Metro (449); Sainsbury’s Local (239); M Local (33)* CAUTION low base; The Co-operative Food (626) Unsurprisingly, the Discounters perform best on ‘value for money’ with Aldi ranking top and Lidl 2nd – both significantly ahead of Asda. Aldi scores higher than Lidl across all attributes, but the gap is often very narrow.

55% 91% 68% 53% 57% Aldi receives a similar score to Morrisons for convenience and 58% is rated just ahead of Tesco on 23% 18% 27% 19% product quality Rated 44% 5/5 29% 33% 35% 39%

Convenience Value for Product Customer Product Rated money quality service availability 4/5

Lidl also receives a similar score to 54% 88% 66% 47% 54% Morrisons for convenience and close 50% to Tesco on product quality. 23% 15% 25% 14% 42% Both Discounters are rated much lower on 29% 38% 33% 39% customer service and product availability than Convenience Value for Product Customer Product any of the Big 4. money quality service availability

Q2-6. How would you rate these retailers on convenience, value for money, product quality, customer service and product © Harris Interactive availability? Please use a 1-5 scale with 1 being the worst and 5 being the best. Base: Aldi (796); Lidl (678) The ‘Premium Brands’ achieve very high scores for ‘product quality’ and ‘customer service’ with these stores being rated 1st and 2nd across all stores.

The ‘premium brands’ receive similar

54% 32% 90% 80% 74% scores for ‘value for money’ to Tesco Express/Metro and Sainsbury’s Local.

60% 47% 26% Interestingly, they still score much 21% higher on VFM than The Co-op and Rated 8% 48% 5/5 34% 24% 30% 32% most Symbol stores, with only Premier being given a higher VFM rating. Convenience Value for Product Customer Product Rated money quality service availability 4/5

42% 29% 92% 79% 67% M&S is seen as less convenient than 67% 37% 25% Waitrose with poorer 10% 6% 41% 42% product availability 33% 23% 24%

Convenience Value for Product Customer Product money quality service availability

Q2-6. How would you rate these retailers on convenience, value for money, product quality, customer service and product © Harris Interactive availability? Please use a 1-5 scale with 1 being the worst and 5 being the best. Base: M&S (542); Waitrose/Little Waitrose (287) The Symbol stores are generally seen as very convenient with Costcutter leading the way amongst its peers. Londis seems to perform poorly on convenience. ‘Value for money’ scores are low across the board for Symbol stores.

64% 24% 40% 51% 42% 73% 30% 30% 47% 41%

34% 31% 17% 7% 6% 9% 8% Rated 3% 4% 7% 33% 34% 36% 5/5 31% 42% 38% 33% 21% 26% 23% Convenience Value for Product Customer Product Rated Convenience Value for Product Customer Product money quality service availability 4/5 money quality service availability

Costcutter performs poorly 47% 28% 43% 47% 36% on product quality. Londis appears to have 17% 30% 14% issues with product 6% 12% 29% 30% 17% 22% 24% availability

Convenience Value for Product Customer Product money quality service availability

Q2-6. How would you rate these retailers on convenience, value for money, product quality, customer service and product © Harris Interactive availability? Please use a 1-5 scale with 1 being the worst and 5 being the best. Base: Spar (137); Costcutter (67); Londis (51) ‘Customer service’ & ‘product availability’ scores for the Symbol stores are generally fairly low compared to the Big 4 but are similar to the Discounters & the Big 4 C-stores

72% 40% 46% 57% 58% 62% 28% 33% 42% 33%

41% 21% 13% 30% 31% 11% 12% Rated 4% 4% 6% 5/5 31% 29% 33% 28% 37% 31% 24% 27% 30% 29% Convenience Value for Product Customer Product Rated Convenience Value for Product Customer Product money quality service availability 4/5 money quality service availability

58% 22% 40% 44% 39% Premier is given the highest score amongst 30% 9% 12% 7% Symbol stores on 4 of the 1% 35% 32% 28% 21% 29% 5 metrics.

Convenience Value for Product Customer Product money quality service availability

© Harris Interactive 10 Waitrose and Sainsbury’s rank in the Top 3 for 3 of the 5 measures whilst Symbol stores perform well on convenience and Discounters lead on Value for Money. Morrisons does not make the Top 3 for any attribute

st nd rd Overall Performance : All Stores 1 2 3

Convenience

Value for money

Product quality

Customer service

Product availability

Overall retailer score

Q2-6. How would you rate these retailers on convenience, value for money, product quality, customer service and product © Harris Interactive availability? Please use a 1-5 scale with 1 being the worst and 5 being the best. 11 Base: All respondents: (2,103) Amongst Symbol fascias Premier is given the top ratings on four of the five metrics and Spar and Costcutter also rank highly. Nisa and One-Stop each make one appearance in the leaderboard.

st nd rd Overall Performance : Symbol Stores 1 2 3

Convenience

Value for money

Product quality

Customer service

Product availability

Overall retailer score

*Please note that the symbol fascias with fewer than 50 ratings have not been included due to their low base size.

• We conducted an online omnibus survey with 2,103 adults aged 16+ across England, Scotland, and Wales between 29th and 6th May 2015

• The survey took place using the Toluna online panel

• The Harris Omnibus interviews members of the general public who have opted in and voluntarily agreed to participate in online research studies. Through careful recruitment and management, we are able to rapidly survey large numbers of the general population and accurately represent the views of the nation.

• We have over 400,000 active panellists in the UK and our panel is used solely for market and opinion research. Members are contacted at random and invited to take part in a survey.

• The results of the study were weighted to best reflect the size and shape of the population of Great Britain • This means that the results in this report reflect an audience that is as true as possible of the population with the same age, gender and regional profile. The audience profile is detailed below. Region

Gender Age 9%

4% N/A 12% 16 - 24 12% 9% 35% 25 - 34 17% 17% 9% 35 - 44 5% 48% 52% 45 - 54 12% 19% 9% 14% 17% 55+

Lucia Juliano | Head of Consumer & Retail Research | [email protected] 079 89 39 22 51 | 0161 242 1365 | 0161 242 1360