The Axios Harris Poll 100 has seen a major shift when it comes to groceries.
According to a global consulting and marketing research firm, its 25th The annual Reputation Quotient top 100 has a new top grocer, and it’s Costco. The company jumped 24 points from last year’s ranking, posting an RQ of 82.1, just one point behind No. 1 Patagonia, Inc. (83.5). Any score that is 80 or higher is considered excellent. Aldi (No. 33, 77.6), Dollar General (No. 83, 68.7) and Family Dollar (No. 90, 65.6) also improved, while last year’s No. 1 Trader Joe’s dropped to fourth (81.7) and HEB- , Wegmans and Publix were removed from the list. Other standouts included CVS (No. 19, 78.7), Kroger (No. 27, 78.0), Walgreens (No. 39, 76.9), Target (No. 53, 75.2), Walmart (No. 80, 70,3).
More than 16,300 people were asked which two companies stood out as having the best reputation and which two had the worst. All nominations are then compiled into an overall list to determine the “most visible” companies. Subsidiaries and brands are combined within the parent company to create a total number of nominations for each company. A second group of respondents then rates the 100 most visible companies according to seven dimensions of reputation (culture, ethics, citizenship, trust,
Vision, Growth, and Products & Services) to calculate a company’s RQ score.
Costco ranked first in Culture, Trust and Growth and second in Vision. Trader Joe’s is third in citizenship, vision and
Growth CVS’s highest ranking was ninth in Citizenship. Costco was also the top performer in the following demographic categories: GOP and Suburban. It was third among Millennials and fifth among Baby Boomers. Trader Joe’s was No. 1 with Democrats and No. 2 with Baby Boomers. Retail was also third in the urban category and fourth in the suburban category.
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