New Asda chief executive David Potts has announced a major change to the supermarket's checkout policy, prioritising human-staffed tills over self-service machines. The former Morrisons boss, who started as CEO earlier this month, said he has instructed all General Store Managers to open more full-service checkouts and spend more time on the shop floor.
First day commitment
During a visit to a store in West Yorkshire to mark his first day on the job, Potts said: 'We're making it harder than it should be for customers to get what they want, move around the store and pay for their shopping.'
'We need to change that, starting now, which is why I've instructed all our General Store Managers to open more full-service checkouts, spend more time on the shop floor and get more product on shelves and well-presented throughout the day.'
Describing the shopping trip as 'everything' to the company, Potts said he wants customers to 'find what they came for and get through the checkouts easily.'
Policy and numbers
He has asked the retailer's 1,100 UK store managers to make human-staffed tills a 'fundamental' priority, with a policy stating they must be available from 8am at minimum. Asda will also keep enough self-service and Scan and Go tills available for shoppers who prefer them.
Currently, there are approximately 3,400 staffed checkouts across the chain's main stores, compared with 8,100 self-service kiosks and 2,200 handheld Scan and Go devices.
Public reaction
The move has been praised by shoppers on social media. Facebook user Linda Worth wrote: 'Great news, lets hope other places follow this lead.' Sue Lee added: 'A person on a till could be the only person you get to talk to if you live alone.'
Robert Jones pointed out a 'need for personal interaction over screens.' Sharon Rogers said she believes self-checkouts 'does people out of jobs,' while Teresa Brench said they create 'bedlam' during busy periods.
Virginia Cripps, who had complained on an unofficial Asda complaints page before Potts' announcement, wrote: 'They are totally disregarding the people who shop there and their loyalties with this self-service crap. We lose the human touch.'
On r/Asda, @PhotoSea8807 said: 'I think the fact less and less checkouts are manned is driving customers away to shop online more, because they are getting little engagement at the supermarkets having to scan themselves and process their entire transactions.'
Broader retail tech trends
The backlash is not limited to Asda. In March 2025, Tesco trialled trolley scales as part of its Scan as you Shop service, where customers could be selected for 'service checks' weighing their trolley to ensure it matched purchases. Some shoppers called the change 'dystopian.'
A month later, Morrisons announced it was trialling a robot staff member, Tally, which roams the aisles collecting data without assistance.
