Global

Discount supermarket chain Aldi once again takes the top spot in the Global Brand Simplicity Index. Its formula for success? Uncomplicated offers, low prices, high quality products and great customer service. Consumers also appreciate the transparent price comparisons to competitors, which provide confidence that they’re getting the best deal.

Consumers find this discount supermarket simple because they can always find what they want and what’s on sale. The limited range of products, identical store layouts and clear and frequent communications about discounts make it simple for people to shop at Lidl. “Its brand ethos is simplicity in retailing… its methods of advertising and communicating with customers are generally quite direct and straightforward,” says one respondent.

“Perfect functionality” summarizes the chorus of respondents’ praise for Google’s sleek interface and its ability to cut through nearly infinite amounts of information. It appears that the search engine’s quest for simplicity isn’t stopping at the product level: the creation of a new parent company Alphabet demonstrates the brand’s commitment to clarifying the role and relationship of each of its unique services. Simplicity can scale.

Streaming video service Netflix makes it easy to find the entertainment consumers want, from practically anywhere with an internet connection. It has transformed the way movies and television shows are consumed, and is becoming an industry leader in original content. The brand garnered a record-breaking 34 Emmy nominations for more than 10 different original programs last year. It’s not only the content that earns praise—Netflix is lauded for its easy registration and simple monthly charge.

Swedish furniture maker IKEA wins simplicity points not just for its designs, but also for its intuitive catalogues and in-store shopping experiences. “Large text, clear images and symbols,” says one survey respondent of the retailer’s signage, adding “it’s easier to shop at their stores because you can see the products in context”. IKEA continues to innovate to make their products simpler, introducing new product lines that offer higher levels of customization along with fast and intuitive assembly.

The 3rd quick service restaurant in our Global Top 10 this year garners praise for its limited and consistent menu, and lightening fast order fulfillment. “They have sold the same items for a long time,” says one survey respondent. “[They] know what they are all about, and their ads are clear.” For KFC, familiarity appears to breed loyalty instead of contempt.

Consumers gave YouTube kudos for its ability to return desired search results quickly and its easy-to-navigate interface. The video streaming site will be launching a subscription service later this year, allowing subscribers to bypass advertisements and get straight to the content they’re seeking. The brand’s plans to fund original programming will soon pit them against other streaming services.

The world’s largest fast food chain’s convenience, reliability and simplicity is recognized by consumers the world over who continue to praise its straightforward menu. In May, McDonald’s simplified its drive-thru menu boards and added mid-priced items in key markets, including the U.S.—a change intended to streamline the ordering process and make service even more efficient. With this commitment to simplicity, it’s easy to see why customers keep “lovin’ it.”

“Simple menus,” “pricing that’s easy to remember” and a product that “caters to individual customer needs”—that’s how respondents describe SUBWAY. With more than 42,000 restaurants in 108 countries, SUBWAY has built its reputation on an uncomplicated, made-to-order product. Up from #15 last year, SUBWAY is working on building its base with health- conscious Millennials. Avocados, anyone?

Clear communications are at the heart of why consumers find Burger King simple. The quick service restaurant gets especially high marks for its easy-to-read menu and straightforward prices. Burger King’s smartphone app, which puts coupons at the customer’s fingertips, was also lauded for its convenience and simplicity.

Automaker Honda is now #44, dropping 31 places in rank on the Global Brand Simplicity Index this year. The Honda brand experience has been a complicated one, according to respondents, who say information about costs and fees can be misleading. More publicly, earlier this year, Honda was forced to recall almost 250,000 vehicles worldwide to address brake problems.

There’s a lot to love about e-commerce platform eBay, according to survey respondents. Categories are clear, it’s easy to sell items, and it’s easy to get in touch with company representatives or other sellers. The ability to locate obscure and one-of-a-kind items without hassle is also remains a draw for consumers.

Hotel chain Ramada finishes 57th globally, up 27 places. Reservations are simple, say respondents. So is check-in and checkout. And to keep employees focused on customers, the brand conducts “Annual Ramada Awards,” during which the top five percent of Ramada hotels receive recognition for exceeding expectations in customer service, quality assurance and performance.

Though the name itself suggests a premium experience, this clothing retailer finds itself in our Global Bottom 10 this year, due to its overwhelming selection of in-store items. Respondents also indicate that the brand’s online experience isn’t much simpler. “I've never used the website without it crashing or the layout being confusing,” says one respondent.

Survey respondents indicated that they found this retail bank’s commercials and statements confusing. In addition, lengthy disclaimers, legalese and wordy emails appear to be barriers to simple experience for respondents this year.

Budget airline Ryanair has a reputation for dirt-cheap air travel in Europe, but survey respondents would warn you not to get taken in by the attractive price tag. Hidden charges include everything from baggage to booking fees to credit cards. Recently, the airline has made a concerted effort to step up their customer service—resulting in an uptick of bookings. We’ll see if simplifying the experience allows this brand to climb next year.

The global bank and its peers receive similar complaints: confusing products , policies and security measures some people find confusing. “Security is important,” explains a respondent, “but their secure key I find difficult to use.” Customers also report trouble getting in contact with service representatives, and a relatively light marketing presence in some regions. “Out of sight, out of mind!” quips one respondent.

Car rental company Hertz lands in the Bottom 10 this year due to what respondents perceive as confusing terms and conditions and unclear costs. Other respondents complained of difficulty getting clear quotes on the company’s website and a lengthy registration process.

“Hidden extras” might sound like a good thing, except when it comes to fees. Sneaky extra charges plague this car rental company’s customers, who also seem baffled by the difficulty comparing offers and getting a quote online. Non-native English speakers also complain that the website doesn’t offer other language choices.

For social network LinkedIn, the confusion begins with articulating its purpose. “No one really understands how to use LinkedIn,” says one dismissive respondent, echoing the sentiment of many others. In addition, LinkedIn has faced several lawsuits in the past few years due to data breaches and privacy concerns, including hefty payouts due to providing potentially inaccurate user data to employers. Sometimes, social just isn’t simple.

When it comes to personal health, transparency and honesty are key to building trust. And this is where Bupa fails to deliver, according to survey respondents. “They do not give clear pricing structure or services offered in their communications,” a respondent writes. With hidden charges and hidden restrictions, simplicity appears hard to come by.

This global insurance group lands in the bottom spot again this year. Survey respondents are frustrated by the brand’s lack of clarity in everything from pricing to communications and digital experiences. “Explanations from the company are garbled and hard to understand,” writes one respondent, adding for good measure, “Their website isn't user-friendly.”