Dive Brief:
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The Harris Poll has ranked Wegmans Food Markets and Publix Super Markets as number two and three, respectively, in its list of companies with the best corporate reputations in the U.S.
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Both grocery retailers scored in the top five for Social Responsibility, Emotional Appeal and Workplace Environment categories. Wegmans also scored well in Financial Performance, Products & Services and Vision & Leadership.
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“Values play a bigger role than ever before in corporate reputation, and the business significance of a company's reputation has never been higher,” Mark J. Penn, managing partner and president of the Washington, D.C.-based Stagwell Group LLC, which owns The Harris Poll, said in a Progressive Grocer article. “Consumers are keenly interested in how companies engage with the world, and that includes corporate ideals."
Dive Insight:
Today's health-conscious grocery shopper expects more from a supermarket than in-store organic and natural product sections, though these amenities are a good start. Consumers want to be confident in the missions of the stores they shop in, and look for retailers that have made commitments to environmental sustainability, animal welfare, fair trade and more.
Both Publix and Wegmans have made these efforts, and consumers can view a mission statement on Publix's website that states the company is “passionately focused on customer values, intolerant of waste, dedicated to the dignity, value and employment security of our associates, devoted to the highest standards of stewardship for our stockholders, and involved as responsible citizens in our communities.”
Wegmans' mission statement details its dedication to fresh, quality ingredients, but is more focused on how it can assist the customer in its stores. "Our commitment to you is simple," the statement reads,"Every Day You Get Our Best."
Publix's corporate page touts the friendliness of its employees, the freshness of its products and the entire experience.
At Wegmans, stores reek, in the nicest way, of friendliness, quality and even — on the side of the store with everything fresh and freshly-prepared — of excitement.
Shoppers inherently have a high level of trust in their grocery stores. An overwhelming majority — 86% — have few safety concerns about the food they buy there, according to a study from the Food Marketing Institute and The Hartman Group. Providing an environment where that food is fresh and freshness is celebrated adds to this trust and helps bolster a store's reputation. Highlighting healthy and fresh offerings and smiling, knowledgeable employees can go a long way to please shoppers.