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These brands are disrupting the status quo by changing consumer expectations. Though they span different industries, they possess a common characteristic; simplicity is at the core of experiences they deliver. They are empowering people, reimagining experience, removing friction and saving time.

Grazebox

1

Grazebox

Score: 823 | Industry: Retail / Grocery

1

 

Lidl

 

Retail / Grocery

2

Lidl

Rank Change: N/A
Score: 820
Industry: Retail / Grocery

Lidl makes a grand entrance at #1 in its first year on the U.K. Simplicity Index. The discount supermarket chain’s secret: “Fewer products, less hassle,” as one respondent put it. That’s just one voice in the chorus of praise for the store’s no-frills ethos, clear advertising and low prices.

Also view in:

2

Google

3

Internet search

3

Google

Rank Change: +3
Score: 815
Industry: Internet search

Google ranks in the top 10 this year across several regions due to its simple interface and ability to empower users to find what they want, when they want it. Survey respondents cited the engine’s reliable results as a factor in considering it a simple brand. “I trust it more so I use it more,” says one.

Also view in:

3

ALDI

2

Retail / Grocery

4

ALDI

Rank Change: -2
Score: 814
Industry: Retail / Grocery

Aldi is the second discount grocery store in the U.K. Simplicity Index Top 10 this year. Respondents say the discount grocery store’s pricing, advertisements and layout are straightforward. As one aptly notes, “Less choice for easier shopping.”

Also view in:

4

Premier Inn

1

Travel / Hotels

5

Premier Inn

Rank Change: -1
Score: 809
Industry: Travel / Hotels

“Click and go,” says one respondent, encapsulating the simplicity of reserving a room with Britain’s largest economy hotel chain. Easy online booking was a frequently cited among survey responses—and with more than 700 locations, consistency is part of the appeal: “You know what to expect with Premier Inn.”

5

Asda

4

Retail / Grocery

6

Asda

Rank Change: +4
Score: 792
Industry: Retail / Grocery

Asda is the third (and still not the last!) discount supermarket in the U.K. Simplicity Index Top 10 this year. Their clear communications and promise to be 10% cheaper than several of its competitors through a “price match guarantee” attracts consumers. “Their price match guarantee is simple and they don't try to cram too much into their adverts,” says one respondent.

6

Sainsbury’s

1

Retail / Grocery

7

Sainsbury’s

Rank Change: +1
Score: 788
Industry: Retail / Grocery

Sainbury’s is another grocery store earning praise in the U.K. for its simplicity. Unique among the grocery stores on the list so far, respondents mention its pleasant customer service experience and its highly-recognizable brand. Respondents also cite the chain’s convenience and easily navigable stores.

7

McDonald’s

3

Restaurants

8

McDonald’s

Rank Change: -3
Score: 777
Industry: Restaurants

Fast food is a sector that frequently performs well in our survey of the simplest brands, so we’re not surprised to find the Golden Arches in the U.K. Simplicity Index Top 10. Respondents are drawn to the easy to understand menu and upfront deals, as well as the convenience of being able to eat on the go with consistent results. “You know what you’re getting,” says one respondent.

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8

 

Netflix

 

Media

9

Netflix

Rank Change: N/A
Score: 776
Industry: Media

“No unnecessary communication,” touts one respondent about the movie and TV streaming service, highlighting one simple aspect of Netflix, which makes its debut on the U.K. Simplicity Index this year. Respondents also praise the brand’s easy to navigate website and the ability to find what they want to watch, and watch it instantly on the device of their choosing.

Also view in:

9

Tesco

15

Retail / Grocery

10

Tesco

Rank Change: +15
Score: 768
Industry: Retail / Grocery

It appears to be the year of the supermarket in the U.K. Index, and Tesco didn’t want to be left out. More so than the other supermarket chains, Tesco gets noticed for their easy to use website and convenient online shopping delivered to your door. At the end of last year, Tesco CEO Dave Lewis initiated the Feet on the Floor Programme, which placed more than 4,000 Tesco office workers on the retail floor before Christmas in an effort to improve customer service. Time will tell if the initiative will help the brand climb in the Index.

10

Amazon

8

Internet retail

11

Amazon

Rank Change: -8
Score: 766
Industry: Internet retail

Amazon’s appeal stems from its ability to nullify the potential paradox of high volumes of choice and ease of finding and getting precisely what one wants. One respondent summarizes this nicely: “Amazon is the easiest place for me to shop. Finding what I need, paying for it and getting it delivered fast are all extremely simple.”

Also view in:

11

Travelodge

5

Travel / Hotels

12

Travelodge

Rank Change: +5
Score: 765
Industry: Travel / Hotels

12

Burger King

5

Restaurants

13

Burger King

Rank Change: +5
Score: 757
Industry: Restaurants

Also view in:

13

IKEA

1

Retail / General

14

IKEA

Rank Change: -1
Score: 744
Industry: Retail / General

Also view in:

14

Marks & Spencer

9

Retail / General

15

Marks & Spencer

Rank Change: +9
Score: 744
Industry: Retail / General

Also view in:

15

 

Boots

 

Retail / Health and beauty

16

Boots

Rank Change: N/C
Score: 733
Industry: Retail / Health and beauty

Also view in:

16

eBay

17

Internet retail

17

eBay

Rank Change: +17
Score: 732
Industry: Internet retail

Also view in:

17

KFC

6

Restaurants

18

KFC

Rank Change: -6
Score: 732
Industry: Restaurants

Also view in:

18

John Lewis

12

Retail / General

19

John Lewis

Rank Change: -12
Score: 730
Industry: Retail / General

19

Ford

7

Automotive

20

Ford

Rank Change: +7
Score: 722
Industry: Automotive

Also view in:

20

Samsung

9

Electronics

21

Samsung

Rank Change: +9
Score: 719
Industry: Electronics

Also view in:

Citymapper

21

Citymapper

Score: 714 | Industry: Internet search

21

YouTube

15

Social media

22

YouTube

Rank Change: +15
Score: 714
Industry: Social media

Also view in:

PayPal

22

PayPal

Score: 711 | Industry: Banks / Retail

Also view in:

22

The Co-operative Food

15

Retail / Grocery

23

The Co-operative Food

Rank Change: +15
Score: 710
Industry: Retail / Grocery

WhatsApp

23

WhatsApp

Score: 709 | Industry: Telecom / Cell phone

Also view in:

Tinder

23

Tinder

Score: 708 | Industry: Social media

23

Waitrose

9

Retail / Grocery

24

Waitrose

Rank Change: -9
Score: 708
Industry: Retail / Grocery

GoPro

24

GoPro

Score: 705 | Industry: Electronics

Also view in:

24

Superdrug

6

Retail / Health and beauty

25

Superdrug

Rank Change: -6
Score: 705
Industry: Retail / Health and beauty

Airbnb

25

Airbnb

Score: 703 | Industry: Travel / Hotels

Also view in:

25

Sony

3

Electronics

26

Sony

Rank Change: -3
Score: 703
Industry: Electronics

Also view in:

26

Toyota

54

Automotive

27

Toyota

Rank Change: +54
Score: 700
Industry: Automotive

Also view in:

27

Primark

14

Retail / Fashion

28

Primark

Rank Change: -14
Score: 700
Industry: Retail / Fashion

28

Channel 4

42

Media

29

Channel 4

Rank Change: +42
Score: 698
Industry: Media

Spotify

29

Spotify

Score: 696 | Industry: Internet retail

Also view in:

29

Virgin Atlantic

17

Travel / Air

30

Virgin Atlantic

Rank Change: +17
Score: 696
Industry: Travel / Air

30

Yahoo!

9

Internet search

31

Yahoo!

Rank Change: +9
Score: 694
Industry: Internet search

Also view in:

31

New Look

12

Retail / Fashion

32

New Look

Rank Change: -12
Score: 693
Industry: Retail / Fashion

32

British Airways

24

Travel / Air

33

British Airways

Rank Change: +24
Score: 692
Industry: Travel / Air

Also view in:

33

First Direct

23

Banks / Retail

34

First Direct

Rank Change: -23
Score: 692
Industry: Banks / Retail

34

The Sun

9

Media

35

The Sun

Rank Change: -9
Score: 688
Industry: Media

Eventbrite

35

Eventbrite

Score: 687 | Industry: Internet retail

35

easyJet

27

Travel / Air

36

easyJet

Rank Change: +27
Score: 684
Industry: Travel / Air

Also view in:

36

MSN

28

Internet search

37

MSN

Rank Change: +28
Score: 684
Industry: Internet search

37

Panasonic

4

Electronics

38

Panasonic

Rank Change: +4
Score: 680
Industry: Electronics

Also view in:

My Fitness Pal

38

My Fitness Pal

Score: 676 | Industry: Fitness

Also view in:

38

 

LG

 

Electronics

39

LG

Rank Change: N/A
Score: 674
Industry: Electronics

Also view in:

39

Canon

10

Electronics

40

Canon

Rank Change: +10
Score: 673
Industry: Electronics

Also view in:

40

Holiday Inn

20

Travel / Hotels

41

Holiday Inn

Rank Change: -20
Score: 672
Industry: Travel / Hotels

Also view in:

41

Debenhams

12

Retail / General

42

Debenhams

Rank Change: +12
Score: 671
Industry: Retail / General

Also view in:

42

The Guardian

16

Media

43

The Guardian

Rank Change: +16
Score: 670
Industry: Media

43

Starbucks

16

Restaurants

44

Starbucks

Rank Change: -16
Score: 669
Industry: Restaurants

Also view in:

44

BBC

36

Media

45

BBC

Rank Change: -36
Score: 669
Industry: Media

45

Royal Mail

5

Shipping / Mail

46

Royal Mail

Rank Change: +5
Score: 669
Industry: Shipping / Mail

46

H&M

18

Retail / Fashion

47

H&M

Rank Change: -18
Score: 666
Industry: Retail / Fashion

Also view in:

47

Expedia

16

Travel / Booking

48

Expedia

Rank Change: -16
Score: 665
Industry: Travel / Booking

Also view in:

48

Lastminute.com

27

Travel / Booking

49

Lastminute.com

Rank Change: -27
Score: 664
Industry: Travel / Booking

RunKeeper

49

RunKeeper

Score: 661 | Industry: Fitness

Also view in:

Nest

49

Nest

Score: 661 | Industry: Appliances

49

Groupon

17

Internet retail

50

Groupon

Rank Change: -17
Score: 660
Industry: Internet retail

Also view in:

50

Intercontinental

33

Travel / Hotels

51

Intercontinental

Rank Change: +33
Score: 660
Industry: Travel / Hotels

51

 

TSB

 

Banks / Retail

52

TSB

Rank Change: N/A
Score: 659
Industry: Banks / Retail

52

Virgin Money

32

Banks / Retail

53

Virgin Money

Rank Change: +32
Score: 656
Industry: Banks / Retail

53

NatWest

29

Banks / Retail

54

NatWest

Rank Change: +29
Score: 655
Industry: Banks / Retail

54

Three

3

Telecom / Cell phone

55

Three

Rank Change: -3
Score: 654
Industry: Telecom / Cell phone

55

ZARA

16

Retail / Fashion

56

ZARA

Rank Change: +16
Score: 653
Industry: Retail / Fashion

Also view in:

56

Vauxhall

2

Automotive

57

Vauxhall

Rank Change: -2
Score: 652
Industry: Automotive

Uber

57

Uber

Score: 651 | Industry: Travel / Car rental

Also view in:

OVO Energy

57

OVO Energy

Score: 650 | Industry: Utilities

57

O2

22

Telecom / Cell phone

58

O2

Rank Change: +22
Score: 649
Industry: Telecom / Cell phone

Also view in:

58

The Times

11

Media

59

The Times

Rank Change: +11
Score: 646
Industry: Media

59

Mercedes-Benz

8

Automotive

60

Mercedes-Benz

Rank Change: +8
Score: 646
Industry: Automotive

Also view in:

Snapchat

60

Snapchat

Score: 646 | Industry: Social media

Also view in:

60

Dell

3

Electronics

61

Dell

Rank Change: -3
Score: 645
Industry: Electronics

Also view in:

61

HP

11

Electronics

62

HP

Rank Change: +11
Score: 642
Industry: Electronics

Also view in:

62

Santander

30

Banks / Retail

63

Santander

Rank Change: +30
Score: 641
Industry: Banks / Retail

63

Volkswagen

27

Automotive

64

Volkswagen

Rank Change: +27
Score: 639
Industry: Automotive

Also view in:

Nutmeg

64

Nutmeg

Score: 638 | Industry: Banks / Retail

64

Bosch

20

Appliances

65

Bosch

Rank Change: -20
Score: 636
Industry: Appliances

Also view in:

65

Nationwide

9

Banks / Retail

66

Nationwide

Rank Change: +9
Score: 636
Industry: Banks / Retail

66

Reebok

11

Fitness

67

Reebok

Rank Change: +11
Score: 633
Industry: Fitness

Also view in:

67

 

Instagram

 

Social media

68

Instagram

Rank Change: N/A
Score: 632
Industry: Social media

Also view in:

68

Philips

21

Electronics

69

Philips

Rank Change: -21
Score: 632
Industry: Electronics

Also view in:

69

Sky

17

Telecom / Cable

70

Sky

Rank Change: +17
Score: 632
Industry: Telecom / Cable

Also view in:

70

Adidas

22

Fitness

71

Adidas

Rank Change: -22
Score: 631
Industry: Fitness

Also view in:

Etsy

71

Etsy

Score: 630 | Industry: Internet retail

Also view in:

71

Apple

36

Electronics

72

Apple

Rank Change: -36
Score: 629
Industry: Electronics

Also view in:

72

Hilton

6

Travel / Hotels

73

Hilton

Rank Change: +6
Score: 629
Industry: Travel / Hotels

Also view in:

Metro Bank

73

Metro Bank

Score: 629 | Industry: Banks / Retail

73

Churchill

8

General insurance

74

Churchill

Rank Change: -8
Score: 627
Industry: General insurance

74

Bing

14

Internet search

75

Bing

Rank Change: -14
Score: 627
Industry: Internet search

Also view in:

75

 

LV

 

General insurance

76

LV

Rank Change: N/A
Score: 625
Industry: General insurance

76

Nokia

38

Electronics

77

Nokia

Rank Change: -38
Score: 623
Industry: Electronics

Also view in:

Dropbox

77

Dropbox

Score: 621 | Industry: Internet retail

77

DHL

14

Shipping / Mail

78

DHL

Rank Change: -14
Score: 618
Industry: Shipping / Mail

Also view in:

Reddit

78

Reddit

Score: 617 | Industry: Media

78

Selfridges

48

Retail / General

79

Selfridges

Rank Change: -48
Score: 616
Industry: Retail / General

79

Gap

20

Retail / Fashion

80

Gap

Rank Change: -20
Score: 616
Industry: Retail / Fashion

Also view in:

80

Google+

18

Social media

81

Google+

Rank Change: +18
Score: 613
Industry: Social media

Also view in:

81

BMW

15

Automotive

82

BMW

Rank Change: -15
Score: 613
Industry: Automotive

Also view in:

82

Virgin Media

14

Telecom / Cable

83

Virgin Media

Rank Change: -14
Score: 611
Industry: Telecom / Cable

83

FedEx

14

Shipping / Mail

84

FedEx

Rank Change: -14
Score: 611
Industry: Shipping / Mail

Also view in:

84

Topshop

42

Retail / Fashion

85

Topshop

Rank Change: -42
Score: 608
Industry: Retail / Fashion

Also view in:

85

Lloyds Bank

15

Banks / Retail

86

Lloyds Bank

Rank Change: +15
Score: 606
Industry: Banks / Retail

86

iTunes

31

Internet retail

87

iTunes

Rank Change: -31
Score: 604
Industry: Internet retail

Also view in:

87

Nike

42

Fitness

88

Nike

Rank Change: -42
Score: 604
Industry: Fitness

Also view in:

88

 

HSBC

 

Banks / Retail

89

HSBC

Rank Change: N/C
Score: 602
Industry: Banks / Retail

Also view in:

89

Audi

2

Automotive

90

Audi

Rank Change: +2
Score: 598
Industry: Automotive

Also view in:

90

Peugeot

29

Automotive

91

Peugeot

Rank Change: -29
Score: 598
Industry: Automotive

Also view in:

91

Puma

15

Fitness

92

Puma

Rank Change: -15
Score: 597
Industry: Fitness

Also view in:

92

 

Direct Line

 

General insurance

93

Direct Line

Rank Change: N/A
Score: 593
Industry: General insurance

93

Ryanair

21

Travel / Air

94

Ryanair

Rank Change: +21
Score: 592
Industry: Travel / Air

Also view in:

94

Lufthansa

19

Travel / Air

95

Lufthansa

Rank Change: -19
Score: 591
Industry: Travel / Air

Also view in:

95

Facebook

6

Social media

96

Facebook

Rank Change: +6
Score: 590
Industry: Social media

Also view in:

96

Barclays

9

Banks / Retail

97

Barclays

Rank Change: -9
Score: 590
Industry: Banks / Retail

97

Skype

24

Telecom / Cell phone

98

Skype

Rank Change: -24
Score: 583
Industry: Telecom / Cell phone

Also view in:

98

 

More Than

 

General insurance

99

More Than

Rank Change: N/A
Score: 573
Industry: General insurance

99

Harrod’s

5

Retail / Fashion

100

Harrod’s

Rank Change: -5
Score: 570
Industry: Retail / Fashion

100

Virgin Mobile

7

Telecom / Cell phone

101

Virgin Mobile

Rank Change: -7
Score: 564
Industry: Telecom / Cell phone

Also view in:

101

 

Pinterest

 

Social media

102

Pinterest

Rank Change: N/A
Score: 563
Industry: Social media

Also view in:

102

BT

4

Telecom / Cable

103

BT

Rank Change: +4
Score: 561
Industry: Telecom / Cable

103

Microsoft

22

Electronics

104

Microsoft

Rank Change: -22
Score: 555
Industry: Electronics

Also view in:

104

The Co-operative Bank

15

Banks / Retail

105

The Co-operative Bank

Rank Change: -15
Score: 544
Industry: Banks / Retail

105

 

UPS

 

Shipping / Mail

106

UPS

Rank Change: N/C
Score: 543
Industry: Shipping / Mail

Also view in:

106

Monarch Air

54

Travel / Air

107

Monarch Air

Rank Change: -54
Score: 540
Industry: Travel / Air

107

The Financial Times

73

Media

108

The Financial Times

Rank Change: -73
Score: 538
Industry: Media

108

EE (Everything Everywhere)

4

Telecom / Cell phone

109

EE (Everything Everywhere)

Rank Change: -4
Score: 537
Industry: Telecom / Cell phone

109

Vodafone

7

Telecom / Cell phone

110

Vodafone

Rank Change: -7
Score: 534
Industry: Telecom / Cell phone

Also view in:

110

Parcelforce Worldwide

25

Shipping / Mail

111

Parcelforce Worldwide

Rank Change: -25
Score: 527
Industry: Shipping / Mail

Wonga

111

Wonga

Score: 526 | Industry: Banks / Retail

111

Twitter

12

Social media

112

Twitter

Rank Change: -12
Score: 526
Industry: Social media

Also view in:

112

Aviva

9

Health insurance

113

Aviva

Rank Change: -9
Score: 519
Industry: Health insurance

113

The Royal Bank of Scotland

5

Banks / Retail

114

The Royal Bank of Scotland

Rank Change: -5
Score: 505
Industry: Banks / Retail

114

Bupa

2

Health insurance

115

Bupa

Rank Change: +2
Score: 496
Industry: Health insurance

Also view in:

115

Hertz

20

Travel / Car rental

116

Hertz

Rank Change: -20
Score: 494
Industry: Travel / Car rental

Also view in:

116

TalkTalk

7

Telecom / Cell phone

117

TalkTalk

Rank Change: -7
Score: 493
Industry: Telecom / Cell phone

There is a litany of grievances against the wireless provider that contribute to their perception as a complicated company: Hidden costs, poor customer service, bad signals, and convoluted pricing plans were all common complaints. Ultimately, these issues make respondents wary about using TalkTalk. “Don't believe their promises,” says one distrustful respondent.

117

British Gas

4

Utilities

118

British Gas

Rank Change: -4
Score: 482
Industry: Utilities

Energy companies often frequently land in the Bottom 10 of our regional lists, mainly for one reason: billing is difficult to understand. British Gas is not exempt from this criticism, as respondents express frustration with ascertaining how much they’re being charged and for what. “Can’t ever understand their paperwork,” remarks a typical respondent.

118

Avis

4

Travel / Car rental

119

Avis

Rank Change: -4
Score: 474
Industry: Travel / Car rental

Car rental company Avis lands in the U.K. Simplicity Index Bottom 10 due to hidden charges—the biggest pain point consumers identify about this rental car service. Another irritant is the website, which respondents dismiss as shabby and slow.

Also view in:

119

LinkedIn

7

Social media

120

LinkedIn

Rank Change: -7
Score: 466
Industry: Social media

Complaints about the professional social networking site have two consistent themes: too frequent communication and lack of clarity on the platform’s intent. While annoying users with too many communications is never good, lack of understanding about a company’s purpose is a fundamental issue. “No idea what it does,” admits one survey respondent.

Also view in:

120

npower

2

Utilities

121

npower

Rank Change: -2
Score: 458
Industry: Utilities

npower garners many of the same complaints as British Gas with its complex billing and opaque pricing. The detriments to this complexity are clear—it breeds a deep mistrust among consumers and leads them to ascribe malicious intentions to the company. “Do their best to confuse,” writes one respondent about npower.

121

BlackBerry

8

Electronics

122

BlackBerry

Rank Change: -8
Score: 456
Industry: Electronics

It seems like just yesterday that BlackBerry was an iconic brand at the forefront of communications technology. But yesterday is an eternity in the world of telecommunications, and the word that comes to mind when respondents think of BlackBerry these days is “outdated.” BlackBerry devices simply “are not intuitive,” say those surveyed, describing the devices as “old-fashioned” and “too complicated to use.”

Also view in:

122

SSE (Scottish and Southern Energy)

10

Utilities

123

SSE (Scottish and Southern Energy)

Rank Change: -10
Score: 455
Industry: Utilities

Scottish and Southern Energy (SSE) is the third energy provider getting dangerously near the bottom spot. Unlike the utility companies we’ve seen so far, several respondents specifically called out SSE’s communications as too verbose and even jargon-y: “Their literature isn't written in everyday language,” says one.

123

E.ON

7

Utilities

124

E.ON

Rank Change: -7
Score: 450
Industry: Utilities

“Have you ever tried having a conversation with some idiot at their call centre?” asks one incredulous survey respondent about this U.K. energy provider. Poor customer service and communication were commonly cited, with one respondent even calling its communications mysterious. With so many energy companies falling down for all the same reasons, clear communications or a pared-down pricing structure would go a long way in simplifying this brand.

Also view in:

124

EDF Energy

16

Utilities

125

EDF Energy

Rank Change: -16
Score: 439
Industry: Utilities

Continuing our run of energy providers, we have EDF Energy nearing the bottom of the list of most complex brands in the U.K. Simplicity Index. In addition to the usual complaints associated with this sector, one respondent identified a very unfortunate side effect of complexity: “Had great difficulty trying to change to this brand.” Even when consumers wanted to patronize EDF, the company made it difficult.

125

ScottishPower

5

Utilities

126

ScottishPower

Rank Change: -5
Score: 438
Industry: Utilities

ScottishPower, our last energy provider on the list, finds itself in a similar position as its peers. Respondents bemoaned its “hopeless” customer service, with one respondent asserting cynically that it “would rather lose a customer than deal honestly with them.”

126

AXA PPP Healthcare

5

Health insurance

127

AXA PPP Healthcare

Rank Change: -5
Score: 416
Industry: Health insurance

Dead last for the U.K. for the second year in a row is AXA PPP Healthcare, an insurance provider. Respondents had a variety of complaints, mainly incomprehensible communications that can strip power from the consumer. “Every communication has multiple steps and one never feels in control,” says one respondent.

INDUSTRY RANKINGS

MONEY TO BE MADE

All brands can benefit from simplifying, but not all may benefit equally. To understand which brands in the United Kingdom can reap the greatest financial reward, and what they need to do to command more for their services, download the full report.