Consumer magazine Which? have so far carried out four nationwide reviews of motorway services: 1986, 1991, 2006 and 2021. They are also understood to have conducted a survey in 2001, and often comment on the prices of food and fuel in services.
2021 Survey
Which? returned with a new survey which was published before the Easter bank holiday, perhaps inspired by the fact Transport Focus wouldn't be doing their annual customer satisfaction survey this year. It was compiled by surveying their members at the end of 2020.
Which? intended to rate all of the country's 97 service areas, but only received sufficient responses for 68 of them, which covered mostly England only.
Moto gave a robust response to the criticism levelled at Bridgwater, promising immediate improvements. Meanwhile, it's difficult to ignore that Westmorland did very well throughout.
The results found a significant variation across the network, with Which? receiving a lot of media coverage for their suggestion that motorists plan their journeys to find a better service area. Caution would be advised as not only were many service areas missing, but many had a very small sample size.
| Ranking | Service Area | Operator | Range & Quality of Shops/Food Outlets | Prices | Range of Facilities | Cleanliness | Convenience & Accessibility | Ease of Social Distancing | Customer Score |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Gloucester | Westmorland | 5/5 | 4/5 | 5/5 | 5/5 | 5/5 | 4/5 | 86% |
| 2 | Tebay | Westmorland | 5/5 | 4/5 | 5/5 | 5/5 | 4/5 | 4/5 | 83% |
| 3 | Cairn Lodge | Westmorland | n/a | n/a | n/a | n/a | n/a | n/a | 69% |
| 4 | Norton Canes | Roadchef | 4/5 | 3/5 | 4/5 | 4/5 | 4/5 | 4/5 | 65% |
| 5 | Wetherby | Moto | 4/5 | 3/5 | 4/5 | 4/5 | 4/5 | 3/5 | 61% |
| 6 | Annandale Water | Roadchef | 3/5 | 3/5 | 3/5 | 3/5 | 4/5 | 3/5 | 60% |
| 7 | Donington | Moto | 4/5 | 3/5 | 4/5 | 4/5 | 4/5 | 4/5 | 60% |
| 8 | Stafford northbound | Moto | 4/5 | 3/5 | 4/5 | 4/5 | 4/5 | 4/5 | 60% |
| 9 | Beaconsfield | Extra | 4/5 | 3/5 | 3/5 | 3/5 | 4/5 | 2/5 | 57% |
| 10 | Leigh Delamere | Moto | 2/5 | 2/5 | 3/5 | 3/5 | 4/5 | 4/5 | 57% |
| 11 | Taunton Deane | Roadchef | 3/5 | 3/5 | 4/5 | 3/5 | 4/5 | 4/5 | 57% |
| 12 | Warwick | Welcome Break | 4/5 | 3/5 | 3/5 | 3/5 | 4/5 | 2/5 | 57% |
| 13 | Cherwell Valley | Moto | 4/5 | 3/5 | 4/5 | 4/5 | 3/5 | 4/5 | 56% |
| 14 | Winchester | Moto | 3/5 | 3/5 | 3/5 | 3/5 | 4/5 | 4/5 | 56% |
| 15 | Gretna | Welcome Break | 4/5 | 3/5 | 3/5 | 3/5 | 4/5 | 4/5 | 55% |
| 16 | Oxford | Welcome Break | 3/5 | 3/5 | 3/5 | 4/5 | 3/5 | 4/5 | 55% |
| 17 | Tibshelf | Roadchef | 3/5 | 3/5 | 4/5 | 4/5 | 4/5 | 4/5 | 55% |
| 18 | Corley | Welcome Break | 3/5 | 2/5 | 3/5 | 3/5 | 4/5 | 4/5 | 54% |
| 19 | Hopwood Park | Welcome Break | 3/5 | 3/5 | 4/5 | 4/5 | 4/5 | 4/5 | 54% |
| 20 | Tamworth | Moto | 2/5 | n/a | 2/5 | 3/5 | 4/5 | 4/5 | 54% |
| 21 | Telford | Welcome Break | 2/5 | 2/5 | 2/5 | 3/5 | 3/5 | 3/5 | 54% |
| 22 | Woodall | Welcome Break | 3/5 | 3/5 | 3/5 | 3/5 | 4/5 | 2/5 | 54% |
| 23 | Baldock | Extra | 3/5 | n/a | 4/5 | 4/5 | 4/5 | n/a | 53% |
| 24 | Northampton | Roadchef | 3/5 | 2/5 | 4/5 | 4/5 | 4/5 | 4/5 | 53% |
| 25 | Peterborough | Extra | 4/5 | 3/5 | 4/5 | 3/5 | 4/5 | 3/5 | 53% |
| 26 | Stafford southbound | Roadchef | n/a | n/a | 2/5 | 3/5 | 3/5 | 2/5 | 53% |
| 27 | Cobham | Extra | 4/5 | 3/5 | 3/5 | 3/5 | 3/5 | 1/5 | 52% |
| 28 | Killington Lake | Roadchef | 2/5 | 2/5 | 2/5 | 3/5 | 3/5 | 3/5 | 52% |
| 29 | Reading | Moto | 3/5 | 3/5 | 3/5 | 3/5 | 4/5 | 3/5 | 52% |
| 30 | Sedgemoor northbound | Welcome Break | 2/5 | 3/5 | 3/5 | 3/5 | 4/5 | 3/5 | 52% |
| 31 | Sedgemoor southbound | Roadchef | 3/5 | 3/5 | 2/5 | 3/5 | 3/5 | 3/5 | 52% |
| 32 | Burton-in-Kendal | Moto | n/a | n/a | n/a | 3/5 | 3/5 | n/a | 51% |
| 33 | Chester | Roadchef | n/a | n/a | 3/5 | 4/5 | 4/5 | n/a | 51% |
| 34 | Clacket Lane | Roadchef | 2/5 | 2/5 | 3/5 | 3/5 | 4/5 | 3/5 | 51% |
| 35 | Fleet | Welcome Break | 3/5 | 3/5 | 3/5 | 3/5 | 4/5 | 3/5 | 51% |
| 36 | Hartshead Moor | Welcome Break | n/a | n/a | 2/5 | 3/5 | 3/5 | 3/5 | 51% |
| 37 | Michaelwood | Welcome Break | 2/5 | 1/5 | 2/5 | 3/5 | 3/5 | 3/5 | 51% |
| 38 | Strensham | Roadchef | 2/5 | 2/5 | 2/5 | 2/5 | 3/5 | 3/5 | 51% |
| 39 | Pease Pottage | Moto | 2/5 | n/a | 3/5 | 3/5 | 3/5 | 3/5 | 50% |
| 40 | Rownhams | Roadchef | 2/5 | 2/5 | 2/5 | 3/5 | 4/5 | 4/5 | 50% |
| 41 | Abington | Welcome Break | n/a | n/a | 2/5 | 3/5 | 3/5 | 3/5 | 49% |
| 42 | Chieveley | Moto | 2/5 | 2/5 | 2/5 | 3/5 | 3/5 | 1/5 | 49% |
| 43 | Exeter | Moto | 3/5 | 3/5 | 2/5 | 2/5 | 2/5 | 2/5 | 49% |
| 44 | Birch | Moto | n/a | n/a | n/a | n/a | 3/5 | n/a | 48% |
| 45 | Frankley | Moto | 2/5 | 2/5 | 2/5 | 2/5 | 3/5 | 3/5 | 48% |
| 46 | Knutsford | Moto | 3/5 | 2/5 | 2/5 | 2/5 | 2/5 | 2/5 | 48% |
| 47 | Membury | Welcome Break | 2/5 | 2/5 | 2/5 | 2/5 | 4/5 | 3/5 | 48% |
| 48 | Toddington | Moto | 2/5 | 2/5 | 2/5 | 3/5 | 4/5 | 4/5 | 48% |
| 49 | Blyth | Moto | 2/5 | 2/5 | 1/5 | 2/5 | 3/5 | 2/5 | 47% |
| 50 | Magor | Roadchef | 2/5 | 3/5 | 2/5 | 3/5 | 2/5 | 3/5 | 47% |
| 51 | Southwaite | Moto | 2/5 | 2/5 | 2/5 | 2/5 | 2/5 | 3/5 | 47% |
| 52 | Charnock Richard | Welcome Break | 2/5 | 2/5 | 2/5 | 2/5 | 2/5 | 2/5 | 46% |
| 53 | Lancaster | Moto | 2/5 | 3/5 | 2/5 | 2/5 | 2/5 | 2/5 | 46% |
| 54 | Leicester Forest East | Welcome Break | 2/5 | 2/5 | 2/5 | 2/5 | 3/5 | 2/5 | 46% |
| 55 | Scotch Corner | Moto | 2/5 | 2/5 | 2/5 | 3/5 | 3/5 | 3/5 | 46% |
| 56 | South Mimms | Welcome Break | 3/5 | 2/5 | 2/5 | 2/5 | 2/5 | 3/5 | 46% |
| 57 | Trowell | Moto | 3/5 | 2/5 | 3/5 | 2/5 | 3/5 | 3/5 | 46% |
| 58 | Woolley Edge | Moto | 2/5 | n/a | 1/5 | 2/5 | 4/5 | n/a | 46% |
| 59 | Birchanger Green | Welcome Break | 2/5 | 2/5 | 2/5 | 3/5 | 2/5 | 2/5 | 45% |
| 60 | London Gateway | Welcome Break | n/a | n/a | n/a | n/a | 3/5 | n/a | 45% |
| 61 | Maidstone | Roadchef | n/a | n/a | n/a | n/a | n/a | n/a | 45% |
| 62 | Watford Gap | Roadchef | 2/5 | 2/5 | 1/5 | 2/5 | 2/5 | 3/5 | 43% |
| 63 | Hilton Park | Moto | 2/5 | 1/5 | 2/5 | 2/5 | 2/5 | 3/5 | 42% |
| 64 | Keele | Welcome Break | 2/5 | 1/5 | 1/5 | 2/5 | 2/5 | 2/5 | 42% |
| 65 | Sandbach | Roadchef | 2/5 | 1/5 | 1/5 | 2/5 | 2/5 | 3/5 | 42% |
| 66 | Newport Pagnell | Welcome Break | 2/5 | 1/5 | 1/5 | 2/5 | 3/5 | 3/5 | 41% |
| 67 | Gordano | Welcome Break | 2/5 | 2/5 | 1/5 | 2/5 | 2/5 | 1/5 | 40% |
| 68 | Bridgwater | Moto | 1/5 | 1/5 | 1/5 | 1/5 | 1/5 | 1/5 | 32% |
This 2021 survey was recycled ahead of holiday seasons across 2022, 2023 and 2024, where the same results were published as if they were new.
2009 Price Study
Service stations were the subject of a quick examination of their pricing strategy in 2009.
Which? criticised Reading, where five popular snacks cost over £10, making it the most expensive service area. At Happendon, it came to only £7.
2006 Survey
The 2006 survey carried out by Holiday Which? magazine was one of their most thorough studies to date. It looked at a good chunk of the motorway network and rated each service area out of five.
Moto were their favourite operator, with their M&S Simply Food stores receiving particular praise. They described Gordano as being "as good as a local curry house" and liked the Scottish-themed products at Gretna Green. Hamilton was praised for its tourist information, and Stafford northbound did well.
Trowell, Magor and Bothwell were severely criticised, but Cullompton came last.
| Service Area | Operator | Rating |
|---|---|---|
| Tebay | Westmorland | 5/5 |
| Gordano | Welcome Break | 5/5 |
| Stafford northbound | Moto | 5/5 |
| Hopwood Park | Welcome Break | 5/5 |
| Cherwell Valley | Moto | 4/5 |
| Exeter | Moto | 4/5 |
| Lancaster (Forton) | Moto | 4/5 |
| Leigh Delamere | Moto | 4/5 |
| Norton Canes | Roadchef | 4/5 |
| Oxford | Welcome Break | 4/5 |
| Sedgemoor southbound | Roadchef | 4/5 |
| Southwaite | Moto | 4/5 |
| Stafford southbound | Roadchef | 4/5 |
| Telford | Welcome Break | 4/5 |
| Toddington | Moto | 4/5 |
| Woolley Edge | Moto | 4/5 |
| Abington | Welcome Break | 3/5 |
| Burton-in-Kendal | Moto | 3/5 |
| Cardiff West | Moto | 3/5 |
| Corley | Welcome Break | 3/5 |
| Donington Park | Moto | 3/5 |
| Frankley | Moto | 3/5 |
| Gretna | Welcome Break | 3/5 |
| Hamilton | Roadchef | 3/5 |
| Heart of Scotland (Harthill) | BP Express | 3/5 |
| Heston | Moto | 3/5 |
| Killington Lake | Roadchef | 3/5 |
| Knutsford | Moto | 3/5 |
| Leicester Forest East | Welcome Break | 3/5 |
| London Gateway | Welcome Break | 3/5 |
| Membury | Welcome Break | 3/5 |
| Michael Wood | Welcome Break | 3/5 |
| Northampton | Roadchef | 3/5 |
| Pont Abraham | Roadchef | 3/5 |
| Reading | Moto | 3/5 |
| Swansea West | Moto | 3/5 |
| Taunton Deane | Roadchef | 3/5 |
| Thurrock | Moto | 3/5 |
| Warwick | Welcome Break | 3/5 |
| Watford Gap | Roadchef | 3/5 |
| Woodall | Welcome Break | 3/5 |
| Bridgwater | Moto | 2/5 |
| Cardiff Gate | Moto | 2/5 |
| Charnock Richard | Welcome Break | 2/5 |
| Chieveley | Moto | 2/5 |
| Hilton Park | Moto | 2/5 |
| Keele | Welcome Break | 2/5 |
| Newport Pagnell | Welcome Break | 2/5 |
| Sandbach | Roadchef | 2/5 |
| Sarn Park | Welcome Break | 2/5 |
| Sedgemoor northbound | Welcome Break | 2/5 |
| Severn View | Moto | 2/5 |
| Tibshelf | Roadchef | 2/5 |
| Trowell | Moto | 1/5 |
| Magor | First | 1/5 |
| Bothwell | Roadchef | 1/5 |
| Cullompton | McDonald's | 1/5 |
1991 Survey
The 1991 report by the Consumer Association sampled 55 service areas, of which only 14 were approved. It severely criticised Farthing Corner, where there was a 20 minute wait for food. Charnock Richard and Strensham also fared badly.
Hartshead Moor was recommended for its "attractive site and pleasant restaurant". Tamworth, South Mimms, Newport Pagnell, Michael Wood and Stirling were all praised, while Pont Abraham was the best in Wales. They said that every service area had strengths and weaknesses, with prices and traffic noise being the main issues.
The detailed analysis was unlikely to have been published.
1986 Survey
The 1986 report by the Consumer Association did not name each individual service area, although it did call out Killington Lake as their favourite, calling it "a pleasant and relaxing stop". They also spoke highly of Keele. Granada were "reliably" good while Trusthouse Forte and Welcome Break had the "best food".
They said things had improved based on their previous experiences, but it was still hit-and-miss.
In addition, they assessed the restaurants as follows:
- The Granary (Trusthouse Forte): 4/5
- Welcome Break: 4/5
- Country Kitchen Restaurant (Granada): 3/5
- Orchards (Roadchef): 3/5
- Blue Boar: 2/5
- Country In (Rank): 1/5
- Kenning: 1/5
There was a follow-up survey in August 1989, which again praised Killington Lake.
1980 Survey
Holiday Which? visited a number of service areas in spring 1980, giving them a star rating out of 3. They were generally critical, calling them "far from appealing", but added that motorists "may be pleasantly surprised" by the improvements over the previous 20 years. Most Motor Chefs performed well.
| Service Area | Operator | Rating |
|---|---|---|
| Corley | Motor Chef | 3 |
| Charnock Richard | Motor Chef | 3 |
| Gordano | Motor Chef | 3 |
| Woodall | Motor Chef | 3 |
| Keele | Motor Chef | 2 |
| Newport Pagnell | Motor Chef | 2 |
| Scratchwood | Motor Chef | 2 |
| Frankley | Granada | 2 |
| Rothersthorpe | Blue Boar | 2 |
| Strensham | Kenning | 1 |
| Watford Gap | Blue Boar | 1 |
| Hilton Park | Top Rank | 1 |
| Sandbach | Roadchef | 1 |
| Knutsford | Top Rank | 1 |