Aldi and The Reject Shop Lead as Australia’s Favourite Retailers in National Survey


The flourishing frugality of Australia remains undiminished, as disclosed by the recent customer satisfaction survey that witnessed discount vendors, The Reject Shop and Aldi, presiding over all competition. The extensive poll, executed by Roy Morgan, surveyed 60,000 consumers nationwide to determine which companies they venerate the most.

Topping off the ‘Discount Variety Store of the Year’ category for an impressive 11th consecutive year was The Reject Shop. Rising discount rival Aldi, on the other hand, claimed the honorable title of ‘Supermarket of the Year’, surpassing industry titans Coles and Woolworths.

Michele Levine, Chief Executive of Roy Morgan, noted that companies meeting, and exceeding, the demands of Australia’s increasing cost-of-living crisis, topped the charts during this survey. During the year 2022, as Australia emerged from pandemic strictures, the nation experienced an unprecedented spending flurry. This splurge led to historic retail sales records, sizeable profits for numerous retailers, yet also sent ripples through previously stable supply chains.

Despite competitive pressures, the honorees of Roy Morgan’s 11th annual Customer Satisfaction Awards have showcased unyielding prowess in maintaining elevated sentimental satisfaction scores, thus underscoring the overall integrity and exceptional service offered by these businesses.

The ASX-listed company, Reject Shop revels in further optimism as their recent win aligns with their profitable upward trajectory in 2023, with the share price soaring close to 30% year-to-date, standing at $5.56.

The triumph of Aldi as the best supermarket marks its sixth win in the domain, third year consecutively on record, having previously clinched the title in 2012, 2014, 2016, 2020, and 2021. In 2022, Aldi’s remarkable performance earned them the win every single month, boasting an impressive average customer satisfaction rate of 96.1%, according to Roy Morgan.

The ‘Department Store of the Year’ saw Myer outrival its staunch competitor David Jones, while Supercheap Auto snatched the ‘Auto Store of the Year’ title. Other distinguished brands garnering significant approval across various retail categories for 2022 included Muffin Break as the coffee shop of the year, Suzanne Grae as topping clothing store, Costco as the best discount department store, furniture and electrical store accolade going to JB Hi-Fi, and Chemist Warehouse bagging the best chemist and pharmacy store. Bunnings Warehouse claimed the hardware store title, with Zambrero as the Quick Service Restaurant of the Year. Major Quick Service Restaurant accolade went to Subway, Dan Murphy’s was voted best liquor store, Shoe Store of the Year went to Skechers, and Rebel emerged as the top sports store.


Please enter your comment!
Please enter your name here