United States
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.
Dollar Shave Club
Dollar Shave Club
| Rank Change: | N/C |
| Industry: | Retail / Health and beauty |
1
Internet search
| Rank Change: | N/C |
| Industry: | Internet search |
Consumers praise Google for its simple interface and constant innovation. The search engine has transformed the way consumers interact with the world around them via technology. “I can use any device to check my mail, surf the web, and now, get phone service,” says one respondent.
GrubHub
GrubHub
| Rank Change: | +5 |
| Industry: | Restaurants |
2
Netflix
Media
Netflix
| Rank Change: | N/C |
| Industry: | Media |
Respondents love Netflix for its large selection, convenience and low cost. Binge-watching TV shows on Netflix has become a global phenomenon, prompting the company to release entire seasons of its groundbreaking original programming all at once, and garnering 35 Emmy nominations this year. Another huge perk: the ability to stream on just about any internet-enabled device, giving consumers ultimate accessibility and control.
Square
Square
| Rank Change: | +8 |
| Industry: | Banks / Retail |
3
Zappos.com
3
Internet retail
Zappos.com
| Rank Change: | +3 |
| Industry: | Internet retail |
4
Amazon
Internet retail
Amazon
| Rank Change: | N/C |
| Industry: | Internet retail |
Consumers continue to be pleased with the one stop shop aspect of purchasing goods via Amazon. Respondents say they keep coming back for the simple shipping and pricing options, variety of products and overall easy shopping experience. “I feel confident if there is something I need to find, I can find it on Amazon and get it quickly,” says one respondent. Amazon continues to push the limits on how fast its products can be delivered, introducing same-day delivery with Prime Now and automatic sundry and grocery deliveries at the push of a Dash Button.
Jet
Jet
| Rank Change: | N/A |
| Industry: | Internet retail |
5
Amazon Prime
Media
Amazon Prime
| Rank Change: | N/A |
| Industry: | Media |
6
Dunkin’ Donuts
1
Restaurants
Dunkin’ Donuts
| Rank Change: | +1 |
| Industry: | Restaurants |
7
McDonald’s
7
Restaurants
McDonald’s
| Rank Change: | +7 |
| Industry: | Restaurants |
When you’ve got a good thing going like McDonald’s does, the simple thing to do is not mess with success. US respondents certainly have few complaints, satisfied that McDonald’s continues to mostly do what it does best, which is providing quick service and a "simple menu with simple pricing." The brand also wins points with consumers for its consistency across locations and low-priced value meals.
Uber
Uber
| Rank Change: | +2 |
| Industry: | Travel / Car rental |
Ally
Ally
| Rank Change: | +12 |
| Industry: | Banks / Retail |
8
Trader Joe’s
11
Retail / Grocery
Trader Joe’s
| Rank Change: | +11 |
| Industry: | Retail / Grocery |
The Honest Company
The Honest Company
| Rank Change: | -4 |
| Industry: | Retail / Health and beauty |
9
Pandora
Internet retail
Pandora
| Rank Change: | N/A |
| Industry: | Internet retail |
Venmo
Venmo
| Rank Change: | +4 |
| Industry: | Banks / Retail |
10
SUBWAY
Restaurants
SUBWAY
Consumers say it’s consistency that makes SUBWAY simple. “SUBWAY products are almost everywhere, and their products are similar no matter where you see them,” says one respondent. The brand also wins points for its uncomplicated menu and personalized approach to sandwich-making.
11
KFC
2
Restaurants
KFC
| Rank Change: | -2 |
| Industry: | Restaurants |
KFC has long embraced the idea of simple meals. The fast-food chain recently made moves to strengthen consumer loyalty by engaging its fan base through the re-emergence of its icon, Colonel Sanders, now played by Saturday Night Live alumni, Darrell Hammond and Norm MacDonald. Respondents also connect with the brand’s no-nonsense ads and short, straightforward menu.
Google Wallet
Google Wallet
| Rank Change: | +13 |
| Industry: | Banks / Retail |
12
USPS
49
Shipping / Mail
USPS
| Rank Change: | +49 |
| Industry: | Shipping / Mail |
13
Costco
Retail / General
Costco
| Rank Change: | N/A |
| Industry: | Retail / General |
FitBit
FitBit
| Rank Change: | -1 |
| Industry: | Electronics |
14
Pizza Hut
4
Restaurants
Pizza Hut
| Rank Change: | -4 |
| Industry: | Restaurants |
This restaurant remains in our Top 10 again this year not just due to the consistency of its product, but its digital chops. Respondents laud the brand’s mobile app and website for making getting a large pie, easy as pie. The brand also scores points for its limited menu and fast service.
15
Burger King
7
Restaurants
Burger King
| Rank Change: | -7 |
| Industry: | Restaurants |
Burger King has made enormous strides, cracking the top 10 for the first time in five years. The fast-food chain has kept busy, refranchising all restaurants and growing rapidly overseas. Consumers have reaped the benefits of this restructuring, with one respondent aptly stating, “Just food, no gimmicks.”
Hulu
Hulu
| Rank Change: | +2 |
| Industry: | Media |
16
Southwest Airlines
18
Travel / Air
Southwest Airlines
| Rank Change: | +18 |
| Industry: | Travel / Air |
Lyft
Lyft
| Rank Change: | +11 |
| Industry: | Travel / Car rental |
17
Subaru
Automotive
Subaru
| Rank Change: | N/A |
| Industry: | Automotive |
Buzzfeed
Buzzfeed
| Rank Change: | +8 |
| Industry: | Media |
18
IKEA
48
Retail / General
IKEA
| Rank Change: | +48 |
| Industry: | Retail / General |
19
Kroger
1
Retail / Grocery
Kroger
| Rank Change: | +1 |
| Industry: | Retail / Grocery |
VRBO
VRBO
| Rank Change: | -2 |
| Industry: | Travel / Hotels |
20
Publix
17
Retail / Grocery
Publix
| Rank Change: | -17 |
| Industry: | Retail / Grocery |
HBO Now/HBO Go
HBO Now/HBO Go
| Rank Change: | +10 |
| Industry: | Media |
21
FedEx
19
Shipping / Mail
FedEx
| Rank Change: | +19 |
| Industry: | Shipping / Mail |
RunKeeper
RunKeeper
| Rank Change: | +6 |
| Industry: | Fitness |
22
Chipotle
17
Restaurants
Chipotle
| Rank Change: | -17 |
| Industry: | Restaurants |
BleacherReport
BleacherReport
| Rank Change: | +3 |
| Industry: | Media |
23
Whole Foods Market
5
Retail / Grocery
Whole Foods Market
| Rank Change: | +5 |
| Industry: | Retail / Grocery |
24
Starbucks
11
Restaurants
Starbucks
| Rank Change: | -11 |
| Industry: | Restaurants |
Gilt
Gilt
| Rank Change: | N/A |
| Industry: | Internet retail |
25
Sephora
19
Retail / Health and beauty
Sephora
| Rank Change: | +19 |
| Industry: | Retail / Health and beauty |
26
KAYAK
9
Travel / Booking
KAYAK
| Rank Change: | -9 |
| Industry: | Travel / Booking |
27
UPS
6
Shipping / Mail
UPS
| Rank Change: | -6 |
| Industry: | Shipping / Mail |
28
Target
1
Retail / General
Target
| Rank Change: | -1 |
| Industry: | Retail / General |
29
Walgreens
14
Retail / Health and beauty
Walgreens
| Rank Change: | +14 |
| Industry: | Retail / Health and beauty |
30
Apple
12
Electronics
Apple
| Rank Change: | -12 |
| Industry: | Electronics |
31
H&M
7
Retail / Fashion
H&M
| Rank Change: | +7 |
| Industry: | Retail / Fashion |
34
Craigslist
8
Internet retail
Craigslist
| Rank Change: | +8 |
| Industry: | Internet retail |
36
Albertsons
18
Retail / Grocery
Albertsons
| Rank Change: | +18 |
| Industry: | Retail / Grocery |
37
iTunes
33
Internet retail
iTunes
| Rank Change: | +33 |
| Industry: | Internet retail |
38
Comfort Inn
22
Travel / Hotels
Comfort Inn
| Rank Change: | +22 |
| Industry: | Travel / Hotels |
39
Old Navy
28
Retail / Fashion
Old Navy
| Rank Change: | -28 |
| Industry: | Retail / Fashion |
40
Maytag
25
Appliances
Maytag
| Rank Change: | -25 |
| Industry: | Appliances |
41
Sony
16
Electronics
Sony
| Rank Change: | -16 |
| Industry: | Electronics |
42
Toyota
15
Automotive
Toyota
| Rank Change: | +15 |
| Industry: | Automotive |
43
Rite Aid Pharmacy
16
Retail / Health and beauty
Rite Aid Pharmacy
| Rank Change: | +16 |
| Industry: | Retail / Health and beauty |
44
Victoria’s Secret
3
Retail / Fashion
Victoria’s Secret
| Rank Change: | -3 |
| Industry: | Retail / Fashion |
46
YouTube
24
Social media
YouTube
| Rank Change: | -24 |
| Industry: | Social media |
47
Samsung
31
Electronics
Samsung
| Rank Change: | -31 |
| Industry: | Electronics |
53
Kohl’s
Retail / General
Kohl’s
| Rank Change: | N/A |
| Industry: | Retail / General |
54
4
Social media
| Rank Change: | -4 |
| Industry: | Social media |
55
Adidas
14
Fitness
Adidas
| Rank Change: | +14 |
| Industry: | Fitness |
56
Marriott
21
Travel / Hotels
Marriott
| Rank Change: | +21 |
| Industry: | Travel / Hotels |
57
Dell
6
Electronics
Dell
| Rank Change: | +6 |
| Industry: | Electronics |
58
Safeway
21
Retail / Grocery
Safeway
| Rank Change: | -21 |
| Industry: | Retail / Grocery |
59
Holiday Inn
26
Travel / Hotels
Holiday Inn
| Rank Change: | -26 |
| Industry: | Travel / Hotels |
60
Dodge
24
Automotive
Dodge
| Rank Change: | -24 |
| Industry: | Automotive |
61
CVS/pharmacy
26
Retail / Health and beauty
CVS/pharmacy
| Rank Change: | -26 |
| Industry: | Retail / Health and beauty |
62
GE
2
Appliances
GE
| Rank Change: | +2 |
| Industry: | Appliances |
63
JetBlue Airways
13
Travel / Air
JetBlue Airways
| Rank Change: | +13 |
| Industry: | Travel / Air |
65
GEICO
10
General insurance
GEICO
| Rank Change: | -10 |
| Industry: | General insurance |
66
Whirlpool
15
Appliances
Whirlpool
| Rank Change: | -15 |
| Industry: | Appliances |
67
Days Inn
21
Travel / Hotels
Days Inn
| Rank Change: | +21 |
| Industry: | Travel / Hotels |
68
Nike
42
Fitness
Nike
| Rank Change: | -42 |
| Industry: | Fitness |
69
The Wall Street Journal
21
Media
The Wall Street Journal
| Rank Change: | +21 |
| Industry: | Media |
70
USA Today
8
Media
USA Today
| Rank Change: | +8 |
| Industry: | Media |
72
HP
40
Electronics
HP
| Rank Change: | -40 |
| Industry: | Electronics |
74
Yelp
2
Social media
Yelp
| Rank Change: | -2 |
| Industry: | Social media |
76
T-Mobile
28
Telecom / Cell phone
T-Mobile
| Rank Change: | +28 |
| Industry: | Telecom / Cell phone |
78
Macy’s
26
Retail / General
Macy’s
| Rank Change: | -26 |
| Industry: | Retail / General |
80
Panasonic
33
Electronics
Panasonic
| Rank Change: | -33 |
| Industry: | Electronics |
81
Fox News
22
Media
Fox News
| Rank Change: | +22 |
| Industry: | Media |
82
Amtrak
7
Travel / Train
Amtrak
| Rank Change: | +7 |
| Industry: | Travel / Train |
83
34
Social media
| Rank Change: | -34 |
| Industry: | Social media |
85
Kmart
27
Retail / General
Kmart
| Rank Change: | -27 |
| Industry: | Retail / General |
87
DISH Network
31
Telecom / Cable
DISH Network
| Rank Change: | +31 |
| Industry: | Telecom / Cable |
88
Chevrolet
35
Automotive
Chevrolet
| Rank Change: | -35 |
| Industry: | Automotive |
90
Microsoft
19
Electronics
Microsoft
| Rank Change: | -19 |
| Industry: | Electronics |
91
Chase
10
Banks / Retail
Chase
| Rank Change: | -10 |
| Industry: | Banks / Retail |
92
Reebok
53
Fitness
Reebok
| Rank Change: | -53 |
| Industry: | Fitness |
94
3
Social media
| Rank Change: | -3 |
| Industry: | Social media |
95
Priceline.com
22
Travel / Booking
Priceline.com
| Rank Change: | -22 |
| Industry: | Travel / Booking |
96
Sprint
15
Telecom / Cell phone
Sprint
| Rank Change: | +15 |
| Industry: | Telecom / Cell phone |
97
AllState
9
General insurance
AllState
| Rank Change: | +9 |
| Industry: | General insurance |
98
Progressive
53
General insurance
Progressive
| Rank Change: | -53 |
| Industry: | General insurance |
99
MSNBC
3
Media
MSNBC
| Rank Change: | +3 |
| Industry: | Media |
100
CNN
4
Media
CNN
| Rank Change: | -4 |
| Industry: | Media |
101
Kaiser Permanente
Health insurance
Kaiser Permanente
| Rank Change: | N/A |
| Industry: | Health insurance |
102
The New York Times
18
Media
The New York Times
| Rank Change: | -18 |
| Industry: | Media |
103
Skype
41
Telecom / Cell phone
Skype
| Rank Change: | -41 |
| Industry: | Telecom / Cell phone |
104
State Farm
25
General insurance
State Farm
| Rank Change: | -25 |
| Industry: | General insurance |
105
Orbitz
31
Travel / Booking
Orbitz
| Rank Change: | -31 |
| Industry: | Travel / Booking |
106
Hertz
12
Travel / Car rental
Hertz
| Rank Change: | -12 |
| Industry: | Travel / Car rental |
108
Farmers
9
General insurance
Farmers
| Rank Change: | +9 |
| Industry: | General insurance |
109
Bank of America
23
Banks / Retail
Bank of America
| Rank Change: | -23 |
| Industry: | Banks / Retail |
111
Avis
14
Travel / Car rental
Avis
| Rank Change: | -14 |
| 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.
112
US Airways
1
Travel / Air
US Airways
| Rank Change: | +1 |
| Industry: | Travel / Air |
113
American Airlines
2
Travel / Air
American Airlines
| Rank Change: | +2 |
| Industry: | Travel / Air |
114
Verizon
Telecom / Cell phone
Verizon
| Rank Change: | N/C |
| Industry: | Telecom / Cell phone |
115
Wells Fargo
17
Banks / Retail
Wells Fargo
| Rank Change: | -17 |
| Industry: | Banks / Retail |
116
Alamo
9
Travel / Car rental
Alamo
| Rank Change: | -9 |
| Industry: | Travel / Car rental |
117
AT&T
5
Telecom / Cell phone
AT&T
| Rank Change: | -5 |
| Industry: | Telecom / Cell phone |
118
Delta Air Lines
9
Travel / Air
Delta Air Lines
| Rank Change: | -9 |
| Industry: | Travel / Air |
119
United/Continental
14
Travel / Air
United/Continental
| Rank Change: | -14 |
| Industry: | Travel / Air |
120
HUMANA
3
Health insurance
HUMANA
| Rank Change: | +3 |
| Industry: | Health insurance |
121
20
Social media
| Rank Change: | -20 |
| Industry: | Social media |
122
14
Social media
| Rank Change: | -14 |
| Industry: | Social media |
123
MetLife
13
General insurance
MetLife
It’s not unusual for insurance companies to find themselves near the bottom of the US Simplicity Index. So MetLife, a newcomer to our survey, shouldn’t feel singled out. Nevertheless, the company loses points, say respondents, because it takes a long and winding road to make its point in communications. “Other insurance companies send short and to-the-point communications,” says one respondent. “Paperwork is often confusing [and filled with] ‘legalese,” adds another.
124
DIRECTV
8
Telecom / Cable
DIRECTV
| Rank Change: | -8 |
| Industry: | Telecom / Cable |
125
Aetna
6
Health insurance
Aetna
| Rank Change: | -6 |
| Industry: | Health insurance |
126
CIGNA
5
Health insurance
CIGNA
| Rank Change: | -5 |
| Industry: | Health insurance |
127
Comcast
3
Telecom / Cable
Comcast
| Rank Change: | -3 |
| Industry: | Telecom / Cable |
128
Time Warner Cable
6
Telecom / Cable
Time Warner Cable
| Rank Change: | -6 |
| Industry: | Telecom / Cable |
129
UnitedHealthcare
9
Health insurance
UnitedHealthcare
| Rank Change: | -9 |
| Industry: | Health insurance |