Roy Morgan Customer Satisfaction Awards: Australia’s winning retailers announced
The annual Roy Morgan Customer Satisfaction Awards were awarded recently in April and the 16 winners in the retail categories range from many popular and well-known Australian brands to multi-national US retail names, and a new winner which is one of the world’s biggest retailers.
The bulk of the awards went to repeat winners with a stunning 13 brands backing up from a victory a year ago to continue their winning streak. There were two first-time winners in the spotlight as well as one returning brand which last won in 2021.
The new category of Online Retailer of the Year was awarded for the first time to tech giant Amazon which won eight monthly awards to run away with the category for its first win. The other first-time winner was Big W which won Discount Department Store of the Year with a perfect record in 2023 – 12 straight monthly wins. Both Amazon and Big W had average customer satisfaction in excess of 90%.
The 13 repeat winners were led by Myer as Department Store of the Year for a ninth straight year, Bunnings Warehouse as Hardware Store of the Year for a seventh year in a row and Rebel as Sports Store of the Year for the ninth consecutive year. All three of these winners had unblemished years in 2023 by winning all 12 monthly satisfaction awards in their respective categories.
Subway has now notched up five straight victories as the Major Quick Service Restaurant of the Year and most impressively of all The Reject Shop has once again confirmed its dominance in the field as the Discount Variety Store of the Year for a record breaking twelfth year in a row.
Complete list of Retail winners (16 Awards) for 2023:
| Auto Store of the Year | Supercheap Auto |
| Coffee Shop of the Year | Muffin Break |
| Clothing Store of the Year | Suzanne Grae |
| Department Store of the Year | Myer |
| Discount Department Store of the Year | Big W (NEW) |
| Discount Variety Store of the Year | The Reject Shop |
| Furniture/Electrical Store of the Year | JB Hi-Fi |
| Hardware Store of the Year | Bunnings Warehouse |
| Chemist/Pharmacy of the Year | Chemist Warehouse |
| Quick Service Restaurant of the Year | Grill’d |
| *Major Quick Service Restaurant of the Year | Subway |
| Liquor Store of the Year | Dan Murphy’s |
| Online Retailer of the Year (NEW CATEGORY) | Amazon (NEW) |
| Shoe Store of the Year | Skechers |
| Sports Store of the Year | Rebel Sport |
| Supermarket of the Year | ALDI |
*The brands included in major Quick Service Restaurant of the Year Award are determined based on market size with only the top brands by market size included.
There were eight other returning winners in 2023 – including seven with a perfect record of 12 straight monthly wins. One of the most impressive was Supermarket of the year ALDI which won for a seventh time – and fourth year in a row – after previous victories in 2012, 2014, 2016, 2020, 2021 and 2022. ALDI’s performance was so good in 2023 that the company won all twelve monthly awards with an average customer satisfaction of 95.7% to place fourth in the overall ‘Best of the Best’ Award.
Winning for a second straight year were Coffee Shop of the Year Muffin Break, pharmacy chain Chemist Warehouse as Chemist/Pharmacy of the Year, Auto Store of the Year Supercheap Auto and back-to-back Liquor Store of the Year Dan Murphy’s which was the top placed retailer in the overall ‘Best of the Best’ Award and finished third with an average customer satisfaction of 96.1%.
Other repeat winners included Furniture/Electrical Store of the Year for a fourth straight year, and fifth overall, JB Hi-Fi, four-time Clothing Store of the Year Suzanne Grae, after previous wins in 2014, 2021 and 2022, as well as Shoe Store of the Year Skechers which won for a third straight year. All three of these winners emerged with 12 straight monthly wins in 2023.
The only brand to return to the winner’s circle after a previous win was the Quick Service Restaurant of the Year Grill’d which won seven monthly awards to edge out last year’s winner Zambrero (five monthly wins) for the burger chain’s first victory since 2021. The win is Grill’d’s third after an earlier win in 2017.
Michele Levine, CEO, Roy Morgan, congratulates all 16 businesses to win awards in the retail categories at the latest Roy Morgan Annual Customer Satisfaction Awards:
“Now in its twelfth year, the Roy Morgan Customer Satisfaction Awards are about rewarding the Australian businesses with the highest levels of customer satisfaction throughout a given calendar year – in this case 2023. The winners of the annual award have been capable of not only reaching high levels of satisfaction at a given point in time, but also being able to maintain those levels despite intense competition from a multitude of other companies within their respective category.
“The retail award winners in 2023 present an impressive list of names – with 13 of the 16 winners managing to continue their winning streak after winning a year earlier. Even more impressively, 13 of the winning retailers had a perfect record of 12 monthly wins during 2023 – and this included 12 companies with both back-to-back wins and a perfect record.
“One of the most significant winners in 2023 was neither a repeat winner, nor a winner of all 12 monthly awards, but the inaugural winner of the Online Retailer of the Year – Amazon.
“The world’s leading global e-commerce retailer won eight monthly awards to win the new category for the first time and be recognised as providing the highest levels of customer satisfaction to its estimated 3.4 million Aussie customers – more details here (The Future of Retail – A Roy Morgan Business Address – April 2024).
“The retail categories performed exceptionally well during the year with three retailers in the top 10 overall winners on the ‘Best of the Best’ Award led by Liquor Store of the Year Dan Murphy’s in third spot with average customer satisfaction of 96.1%, ahead of Supermarket of the Year ALDI in fourth spot on 95.7% and Clothing Store of the Year Suzanne Grae in eighth spot on 93.6%.
“As well as these three retailers that maintained exceptionally high customer satisfaction there were other highlights with Hardware Store of the Year Bunnings, Department Store of the Year Myer, Discount Department Store of the Year Big W, Discount Variety Store of the Year The Reject Shop, Sports Store of the Year Rebel and Major Quick Service Restaurant of the Year Subway all completing unblemished records by winning all 12 monthly customer satisfaction awards.
“Another company worth highlighting is the sole returning winner in 2023 – Quick Service Restaurant of the Year Grill’d. Grill’d won seven monthly satisfaction awards to narrowly out-point defending champion Zambrero during the year to claim its first annual victory since 2021. Grill’d also notched up a win in 2017 to mark three annual victories in the category to draw level with Fasta Pasta which won in 2012, 2013 and 2018.
“Roy Morgan extends sincere congratulations to all 16 winners for not losing sight of the importance of the consumer despite the extensive challengers faced by all retailers during 2023.”
To learn more about Roy Morgan’s retail customer satisfaction data call (+61) (3) 9224 5309 or email askroymorgan@roymorgan.com. Please click on this link to the Roy Morgan Online Store.
Discount Department Store of the Year Winner: Big W
Big W won the Discount Department Store of the Year for the first time in 2023 after winning all 12 monthly satisfaction awards during the year with an impressive average customer satisfaction rating of 92.9%.
Chemist/Pharmacy of the Year Winner: Chemist Warehouse
Chemist Warehouse won the Chemist/Pharmacy of the Year for a second straight year in 2023 with a perfect record of 12 consecutive monthly awards during the year and an exceptional average customer satisfaction rating of 91.9%.
Hardware Store of the Year Winner: Bunnings Warehouse
Bunnings Warehouse was a clear winner in the category as the Hardware Store of the Year for a seventh straight year (2017 – 2023) and won all 12 monthly satisfaction awards with an average customer satisfaction rating of an superb 92.8%.
Discount Variety Store of the Year Winner: The Reject Shop
The Reject Shop was a worthy winner as Discount Variety Store of the Year for a record twelfth straight year and won all 12 monthly satisfaction awards on the way to its latest victory in the category.
Roy Morgan Customer Satisfaction Awards
The Roy Morgan Customer Satisfaction Awards highlight the winners but this is only the tip of the iceberg. Roy Morgan tracks customer satisfaction, trust and distrust, engagement, loyalty, advocacy and NPS across a wide range of industries and brands. This data can be analysed by month for your brand and importantly your competitive set, and Roy Morgan can also provide the key drivers of these metrics to identify the specific levers for improvement.
The data that determines who wins comes from Roy Morgan’s massive Single Source survey compiled from in-depth interviews with over 60,000 consumers from all around Australia.
Need to know how you stand in customer satisfaction?
Check out our rankings and related customer satisfaction reports by industry and brands at www.customersatisfactionawards.com
For comments or more information about Roy Morgan’s Customer Satisfaction data, please contact:
Roy Morgan Enquiries
Office: +61 (3) 9224 5309
About Roy Morgan
Roy Morgan is Australia’s largest independent Australian research company, with offices in each state, as well as in the U.S. and U.K. A full-service research organisation, Roy Morgan has over 80 years’ experience collecting objective, independent information on consumers.
Margin of Error
The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.
| Sample Size | Percentage Estimate |
| 40% – 60% | 25% or 75% | 10% or 90% | 5% or 95% | |
| 1,000 | ±3.0 | ±2.7 | ±1.9 | ±1.3 |
| 5,000 | ±1.4 | ±1.2 | ±0.8 | ±0.6 |
| 7,500 | ±1.1 | ±1.0 | ±0.7 | ±0.5 |
| 10,000 | ±1.0 | ±0.9 | ±0.6 | ±0.4 |
| 20,000 | ±0.7 | ±0.6 | ±0.4 | ±0.3 |
| 50,000 | ±0.4 | ±0.4 | ±0.3 | ±0.2 |
