I visited Asda in Cardiff Bay, labelled as one of the worst supermarkets in the UK, to assess the validity of its poor ranking. A recent survey by Which? determined that Asda and Morrisons were the joint lowest-rated supermarkets in the country. Numerous Asda customers complained about empty shelves, unmanned checkouts, limited product choices, and subpar customer service. Despite receiving a score of 66% in the survey, Asda stated that they have made significant enhancements, such as increasing staff numbers and introducing a Rollback scheme to reduce prices.
Upon my arrival at the vast Asda branch in Cardiff Bay, I observed an abundance of shopping trolleys outside the store and ample parking spaces, setting a positive initial impression. Inside, I was pleasantly surprised to find well-stocked and organised shelves across various departments including fresh produce, household goods, and frozen foods. The product range offered a diverse selection at different price points, comparable to Tesco. Additionally, Asda’s new Rollback scheme was evident on items like chorizo, biscuits, and crisps, aimed at providing more affordability to customers.
During my exploration of the store, I noted a substantial presence of staff members, with employees visible in almost every aisle, dedicating efforts to fulfilling online orders. The checkout counters were efficiently managed, with multiple staff members assisting customers, particularly at the self-service areas. Proceeding to the bakery section, a crucial aspect of any supermarket, I was impressed by the two bakery staff diligently working to supply a variety of fresh baguettes, rolls, and other baked goods.
However, my quest for daffodils, a seasonal item, proved unfruitful as I could not locate any in the store. Another aspect that caught my attention was the excessive use of plastic packaging on various products, indicating an area where the supermarket could focus on improving sustainability practices. Despite the positive shopping experience, Asda’s location being distant from my usual grocery store might hinder frequent visits, although I would consider returning for occasional extensive shopping trips.
The Which? survey, conducted between October and November the previous year, highlighted Asda and Morrisons with the lowest overall rating of 66%, failing to achieve more than three stars in any category. In contrast, M&S emerged as the top-rated supermarket with a customer score of 79%. As consumers continue to prioritise value for money, service quality, and sustainability, supermarkets face ongoing challenges to meet evolving customer expectations and preferences.