Morrisons has rolled out a novel initiative across its entire UK store network, introducing dedicated "Talking Tills" designed to foster conversation and combat loneliness. The special checkouts, available for a limited time, encourage customers to pause for a friendly chat with staff members.
A Direct Response to Social Isolation
The supermarket giant has partnered with the 1 Million Minutes campaign, a decade-long initiative from Good Morning Britain that connects volunteers with people experiencing loneliness. Morrisons recognises that for many, particularly during the festive season, a trip to the supermarket can be one of the few chances for in-person interaction.
David Scott, Corporate Affairs Director at Morrisons, emphasised the community focus behind the move. "Supporting the communities we serve is at the heart of what we do," he stated. "We know that for many people, especially at this time of year, a simple conversation can make a real difference. The Talking Tills campaign is designed to create space for those meaningful moments."
Operation and Timing of the Initiative
The Talking Tills were available in stores from December 4 until December 7. This short, focused campaign aimed to provide a clear opportunity for connection in the busy run-up to Christmas. The tills were not a separate queue but designated checkouts where customers could choose to spend a little extra time if they wished to talk.
Daniel Robinson, Editor of Good Morning Britain, highlighted the growing urgency of tackling loneliness. "This year feels more urgent than ever, with rising prices in the shops and pressure on families, it’s so easy to feel disconnected," he said. "Pledging just a few minutes of time can really make a difference."
Broader Media Expansion Plans
Separately, Morrisons confirmed a future commercial partnership with Bauer Media Outdoor (BMO). The deal will see the installation of 300 digital advertising screens at the entrances of hundreds of Morrisons supermarkets, with the rollout scheduled to begin in early 2026.
Steve Newbould, Head of Commercial at Morrisons, said the screens would offer "media opportunities for our customers to connect with their favourite brands." Richard Bon, Managing Director at BMO, added that the screens would create "unmissable opportunities for brands to connect with millions of shoppers at the precise moment purchase decisions are being made."
While the digital screen network represents a forward-looking commercial strategy, the Talking Tills campaign underscores a more immediate, human-centred approach to Morrisons' role on the British high street, directly addressing the pressing social issue of isolation.
