Morrisons has been branded the most complained about supermarket in the UK, according to an analysis of Trustpilot reviews.
Supermarket Britsuperstore's investigation into the Trustpilot reviews of the UK’s 10 most popular stores revealed that 97% of Morrison’s reviews regarding deals and savings were negative. Of the negative reviews across all UK supermarkets on January 1, 2022, 52% referenced money as the cost of living continues to hit households.
Closely following Morrisons in the most complained list was the Co-op, Asda and M&S with 96.67%, 96.21% and 96.15% negative reviews respectively. Lidl, Sainsbury’s and Waitrose had 91.18%, 88.57% and 87.95% negative reviews respectively, while the supermarket with the least negative reviews was Aldi, with 77.17%, followed by Tesco at 81.67% and Iceland at 87.67%.
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Price increase complaints appeared in 19% of reviews and expensiveness featured in 15%.
Morrisons this week rescued convenience chain McColl’s in a last-minute triumph over EG Group, saving 16,000 jobs and stopping 1,100 stores across Britain from closing. This followed McColl’s Retail Group, one of Britain’s biggest convenience store chains, falling into administration.
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