Morrisons aims to cut queues with new checkouts promise
Morrisons has pledged to open extra checkouts if a customer has more than one person ahead of them in a scheme that has proven successful for rival Tesco.
The Bradford-based chain said the promise followed a customer survey that found 70% ranked queuing as their top frustration in supermarkets, ahead of unhelpful service and poor quality products.
Research for the supermarket found the average person can last a maximum of just less than seven minutes in a queue before losing their patience.
It also found that more than half of UK adults (56%) avoid shopping at places known for queues and 64% would leave shops rather than join a queue to pay.
Morrisons said managers would monitor queues and direct customers to newly-opened checkouts when they see lines building, and thousands of staff had been trained to quickly turn to operating the tills in the event they are needed.
Morrisons retail director Gary Mills said: "While we are proud to have one of the shortest queue times in the industry, we want to serve our customers better.
"Our new checkout promise will ensure our eleven million customers get the best shopping trip possible even as our stores become busier."
Tesco pioneered its One in Front policy in 1999, and later introduced camera technology to help monitor queues.
Sir Terry Leahy, the chief executive of Tesco at the time, said the initiative was a key factor in boosting store profits.