Qantas Loses Aussie ‘Most Trusted Brand’ Status

Bruce Parkinson, Open Jaw

The human touch at ALDI.

It’s tough at the top. Qantas has lost its number-one spot as Australia’s most trusted brand and dropped to fourth position, beaten by a supermarket chain, a motoring association and – say it ain’t so – a bank.

Supermarket brand ALDI is now the most trusted brand in Australia. Improvements in ALDI’s Net Trust Score lifted the supermarket retailer from third to first in the latest Roy Morgan Net Trust Score survey.

The latest survey reveals ALDI coming in just ahead of the National Roads and Motorist’s Association (similar to CAA which was recently also rated #2 for brand trust in Canada), with Bendigo Bank, Qantas and Bunnings (a Home Depot-type store) also performing well.

ALDI is the common brand of two German discount supermarket chains with over 10,000 stores in 20 countries, and an estimated combined turnover of more than $78 billion. eGlobal Travel Media describes ALDI as the store you can enter to buy groceries and emerge toting a circular saw and a couple of road cones along with your bread and canned tomatoes.

Interestingly, ALDI credits its success to “the human touch.”

Rather than trying to get shoppers to use automatic checkout machines (and avoiding having to hire checkout staff) ALDI bills itself as the supermarket where you “start with low prices and end with a real person.”

We like real people too, so good on ya ALDI. 

Bruce Parkinson

Bruce Parkinson Editor-in-Chief

An observer and analyst of the Canadian and international travel industries for over 25 years, Bruce uses the pre-dawn hours to prepare a daily news and information package to keep industry members up to date.

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