The aim of the paper was to identify the frequency and causes of customer feedback on the choice of buying food products. Using an online survey performed surveys 270 respondents. The study was conducted in mid-2013. Consumer recommendations (WOM) on the market food products may not only apply to specific products or brands but also of their place of sales. The aim of the publication is an attempt to indicate the frequency and causes of consumers recommendations on places selling food. The results show a high frequency of such behavior, both in terms of positive and negative recommendations. Consumers claim that the opinions of other people are trustworthy. The main cause of positive WOM is attractive prices, appropriate selection of the products and sales promotion.