Kitchen Retailers – 2012 Ratings

Posted by Canstar Blue August 21st 2012

You are viewing the archived 2012 ratings for kitchen retailers. Go to the current kitchen retailer ratings.

See Our Ratings Methodology.

Men win kitchen ‘Hunger Games’ thanks to MasterChef inspiration

Most Satisfied Customers Award for Kitchen Retailers - 2012

Australian men are no longer content with a pedestrian snag off the barbeque; with our latest survey revealing television cooking shows like MasterChef and My Kitchen Rules have inspired men to get serious about their cooking.

In fact, 44% of our male respondents become interested in learning the ins and outs of the kitchen thanks to cooking programs, compared to 37% of women viewers.

As for the tools they used in the kitchen, more men than women saw top of the line kitchen equipment as a worthwhile one-off investment (61% compared to 53%). Furthermore, nearly two thirds of men had purchased an item they felt they ‘couldn’t live without’ from a kitchen retailer, and that it had significantly improved their cooking.

When we looked at customer satisfaction with kitchen retailers, it became clear that Wheel&Barrow was a true all-star brand in the eyes of budding chefs across the country.

Ahead of Robins Kitchen, Matchbox and House; Wheel&Barrow received our most satisfied customers award in this category. It was a close race however, with two other brands excelling in different criteria:

  • Robins Kitchen achieved top ratings for value for money, service, and their available range of products and brands available; while,
  • Matchbox received five stars for their value for money, their returns policy and their ability to order items for customers.

Our survey found that with less disposable cash to play with, many Australians have turned to the kitchen to keep themselves occupied. Two thirds of customers reported their financial situation led them to spend more time at home; and as a result, they’ve been cooking a lot more.

Despite cost pressures, 40% of respondents told us they owned more utensils as a result of watching cooking shows. However, some frugal ‘amateur chefs’ proved that extra utensils don’t have to break the bank; as 45% of respondents purchased basic kitchen utensils that – in their opinion – did the same job as more expensive alternatives.

Customers still managed to fill up their cupboard with the odd useless cooking gadget or appliance though, as a little more than half of respondents had purchased at least one item from a kitchen retailer which they have never used.

Canstar Blue commissions Colmar Brunton to regularly survey 2,500 Australian consumers across a range of categories to measure and track customer satisfaction. The outcomes reported are the results from kitchen retailer customers within the survey group – in this case, 538 people.

To qualify, the customer had to have purchased an item from a specialist kitchen retailer in last 3 months (i.e. not from a department store or supermarket). Brands had to have received at least 30 responses to be included.

Results are comparative and it should be noted that brands that received three stars have still achieved a satisfaction measure of at least six out of 10.

Overall satisfaction with the specialist kitchen retailer

A good kitchen retailer can give you the tools to help you concoct your favourite MasterChef recipes at home, and Wheel&Barrow fits the bill perfectly; having achieved five stars for overall customer satisfaction in our survey. Both Matchbox and Robins Kitchen achieved four star ratings, followed by three star recipient House.

Value for money

Both Robins Kitchen and Matchbox were standout brands for their value for money, earning five stars each; while Wheel&Barrow and House both received four stars each for this criterion.

Service (i.e. pre-sale, point of sale and post-sale)

Customers of Robins Kitchen were most satisfied with the pre-sale, point of sale and post-sale services at their kitchen retailer. Following the five star brand were four star recipients: Wheel&Barrow, Matchbox and House.

Store layout

Wheel&Barrow excelled in this area, receiving five stars for their store layout while both Robins Kitchen and Matchbox earned four stars each, and House achieved three.

Range of products and brands available

Any lover of good food or cooking would be hard pressed not to feel like a kid in a candy store when looking through a kitchen retailer’s wares. Both Wheel&Barrow and Robins Kitchen received five star ratings for their range of products and brands in store, followed by four star recipients Matchbox and House.

Returns policy

Matchbox was the brand to beat for their returns policy, finishing with a five star rating for this criterion. Wheel&Barrow and Robins Kitchen both received four stars, while House received three.

Ability to easily order an item

Matchbox received another five star rating, this time for their facility to easily order an item for customers. Next was Wheel&Barrow with four stars for this criterion, then Robins Kitchen and House with three.