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

Transcription

1 The study results disclosed in this report may not be used for advertising, marketing, or promotional purposes without the prior written consent of Harris Interactive. s and brand names are trademarks or registered trademarks of their respective owners. Franchises and Fascias: Who is leading the way in the world of food retailing? How do Symbol Fascias stack up versus the bigger players.

2 Franchises and Fascias: what we did We asked shoppers of the various supermarkets & convenience stores to rate the brands they use on : Money Quality Service 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 Store Symbol Fascias *Please note that the symbol fascias with fewer than 50 ratings have not been included due to their low base size but Morrisons Local has been included on slide 5 and highlighted with a small base of 33 respondents 2

3 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 65% 54% 67% 62% 76% 57% 44% 76% 69% 76% 31% 15% 21% 21% 30% 34% 39% 46% 41% 47% 25% 33% 34% 9% 31% 24% 29% 46% 45% 46% 5/5 4/5 61% 75% 70% 68% 77% 56% 56% 68% 62% 70% 31% 31% 25% 26% 36% 26% 14% 24% 18% 26% 31% 44% 44% 41% 41% 30% 42% 44% 44% 44% Q2-6. How would you rate these retailers on convenience, value for, product, customer and product? 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)

4 Across almost all metrics, the Big 4 s C-stores score worse than their larger counterparts especially product. The Co-op Food scores behind Tesco Express/Metro and Sainsbury's Local on all measures especially value for. 71% 36% 62% 54% 50% 66% 30% 69% 60% 47% 37% 9% 34% 27% 16% 45% 18% 15% 36% 35% 26% 40% 5% 24% 23% 21% 10% 46% 39% 37% 5/5 4/5 * CAUTION low base 55% 55% 53% 62% 41% 61% 22% 56% 52% 39% 29% 26% 7% 13% 48% 53% 48% 3% 38% 34% 27% 4% 18% 16% 15% 40% 37% 11% 28% Q2-6. How would you rate these retailers on convenience, value for, product, customer and product? 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)

5 Unsurprisingly, the Discounters perform best on value for with Aldi ranking top and Lidl 2 nd both significantly ahead of Asda. Aldi scores higher than Lidl across all attributes, but the gap is often very narrow. 55% 91% 58% 27% 29% 33% 68% 53% 57% 23% 19% 18% 44% 35% 39% Aldi receives a similar score to Morrisons for convenience and is rated just ahead of Tesco on product 5/5 4/5 Lidl also receives a similar score to Morrisons for convenience and close to Tesco on product. Both Discounters are rated much lower on customer and product than any of the Big 4. 54% 25% 50% 23% 14% 15% 29% 38% 42% 33% 39% 88% 66% 47% 54% Q2-6. How would you rate these retailers on convenience, value for, product, customer and product? Please use a 1-5 scale with 1 being the worst and 5 being the best. Base: Aldi (796); Lidl (678)

6 The Premium Brands achieve very high scores for product and customer with these stores being rated 1 st and 2 nd across all stores. 54% 21% 34% 32% 60% 47% 8% 24% 30% 32% 90% 80% 74% 26% 48% The premium brands receive similar scores for value for to Tesco Express/Metro and Sainsbury s Local. Interestingly, they still score much higher on VFM than The Co-op and most Symbol stores, with only Premier being given a higher VFM rating. 5/5 4/5 M&S is seen as less convenient than Waitrose with poorer product 42% 10% 33% 29% 92% 79% 67% 67% 37% 25% 6% 23% 24% 41% 42% Q2-6. How would you rate these retailers on convenience, value for, product, customer and product? Please use a 1-5 scale with 1 being the worst and 5 being the best. Base: M&S (542); Waitrose/Little Waitrose (287)

7 The Symbol stores are generally seen as very convenient with Costcutter leading the way amongst its peers. Londis seems to perform poorly on convenience. scores are low across the board for Symbol stores. 64% 24% 40% 51% 42% 73% 30% 30% 47% 41% 34% 31% 3% 21% 7% 17% 6% 33% 34% 36% 31% 42% 4% 7% 26% 23% 9% 8% 38% 33% 5/5 4/5 47% 28% 43% 47% 36% 30% 14% 17% 6% 12% 17% 22% 29% 30% 24% Costcutter performs poorly on product. Londis appears to have issues with product Q2-6. How would you rate these retailers on convenience, value for, product, customer and product? Please use a 1-5 scale with 1 being the worst and 5 being the best. Base: Spar (137); Costcutter (67); Londis (51)

8 & product 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% 13% 30% 11% 31% 29% 33% 28% 21% 37% 31% 4% 6% 12% 4% 31% 24% 27% 30% 29% 5/5 4/5 58% 22% 30% 1% 28% 21% 40% 44% 39% 12% 9% 7% 29% 35% 32% Premier is given the highest score amongst Symbol stores on 4 of the 5 metrics. Q2-6. How would you rate these retailers on convenience, value for, product, customer and product? Please use a 1-5 scale with 1 being the worst and 5 being the best. Base: Nisa (82); One Stop (98); Premier (66)

9 Summary of Performance 10

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 Money. Morrisons does not make the Top 3 for any attribute Overall Performance : All Stores 1 st 2 nd 3 rd Overall retailer score Q2-6. How would you rate these retailers on convenience, value for, product, customer and product? Please use a 1-5 scale with 1 being the worst and 5 being the best. 11 Base: All respondents: (2,103)

11 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. Overall Performance : Symbol Stores 1 st 2 nd 3 rd Overall retailer score *Please note that the symbol fascias with fewer than 50 ratings have not been included due to their low base size. Q2-6. How would you rate these retailers on convenience, value for, product, customer and product? Please use a 1-5 scale with 1 being the worst and 5 being the best. 12 Base: All rating at least one Symbol Fascia: (501)

12 Appendix Approach & Demographics 13

13 Approach and Panel We conducted an online omnibus survey with 2,103 adults aged 16+ across England, Scotland, and Wales between 29 th and 6 th 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. 14

14 Omnibus Audience a representative sample 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% 48% 52% 35% 17% 12% 19% 17% N/A 4% 12% 9% 17% 5% 12% 9% 14% 9% 15

15 For Further Information please contact : Lucia Juliano Head of Consumer & Retail Research LJuliano@harrisinteractive.co.uk