Aldi & Lidl give the world's best shopping experience


Aldi and Lidl continue to annoy Britain's biggest supermarkets, as they've been named the world's top brands for giving customers a good shopping experience. They've been praised for giving everyone a simple, clear, and hassle-free time of it when we're collectively down the shops.

Aldi came top in the annual Global Brand Simplicity Index for the sixth year on the bounce, with Lidl coming third. Google came second, but they're not a proper shop. Likewise, Netflix, who came in fourth spot.

"Brands that offer simpler customer experiences are rewarded with passionate customer loyalty, more innovative employees and greater revenue. In short, embracing simplicity improves the bottom line for brands and organisations,” said Howard Belk of Siegel & Gale, who conducted the poll.

Of course, Aldi has been topping a number of polls lately, surpassing Tesco for brand value earlier this year. Everyone else needs to up their game, clearly.

McDonald’s, Burger King and KFC also got in the top 10, while the bottom 10 was filled with banks and insurance companies. No surprise there. Ryanair, if you're wondering, despite their attempts to be friendlier, still came third bottom. More needs to be done there, obviously.

Top 10 brands worldwide from Global Brand Simplicity Index:

1. Aldi
2. Google
3. Lidl
4. Netflix
5. McDonald's
6. Burger King
7. Ikea
8. YouTube
9. eBay
10. KFC


  • Mike
    My favourite part of the Lidl shopping experience is when they throw your shopping at you on that packing area that's the size of a kitchen sink, then start throwing the next customer's shopping at you as soon as you've paid.
  • Marvin
    My favourite part is the idiot in front of me who is incapable of putting their stuff in a trolley in a timely manner to be packed elsewhere. Also please remember you will need to pay for these goods, so please get some form of payment ready in anticipation.
  • Digital D.
    My favourite part of my shop is standing at the very back of the long queue with only one checkout open and watching first person in the queue taking ages to pack and then finally pay whilst number 2 in the queue huffs and puffs.

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