Europe: are counters worth it?

Across Europe, retailers are taking very different approaches to traditional in-store service counters. While some are keeping staffed counters, many are scaling them back in favour of self-serve concepts that streamline operations and cut costs.

Three different approaches to traditional service counters include:

• Removing traditional in favour of pre-packaged self-serve products.

• Investing in traditional counters to drive differentiation.

• The hybrid counter service, combining traditional and self-serve options.

We dive into how retailers across Europe are approaching counters and how they’re executed in-store.

Removing traditional staffed counters: driving efficiency

Most retailers moving away from service counters, have been doing so to increase efficiency, reduce cost and improve profitability.

In Spain, Mercadona opened a 1,800 square metre store in Xirivella. The new Mercadona showcase its new store concept, known as the T9 concept, replacing the current T8 concept, which Mercadona began rolling out in 2016 and which was used for over 90% of its network by the end of 2025.

The T9 concept has removed the traditional staffed counters, redesigning the fishmonger section and Serrano ham counter. Mercadona is shifting to finished products that are prepared, cut, and packaged in a variety of formats. This approach responds to evolving consumer habits, prioritising convenience, speed of purchase, and standardised presentation.

The Serrano ham counter has been replaced by a smaller self-service section, now located next to the ready meals area. In comparison with the previous staffed counter, the new section appears less visually prominent and somewhat less appealing from a merchandising perspective.

In the UK, market leader Tesco offers excellent pre-packaged products in multiple categories including fish and deli. The retailer executes cross category merchandising in these areas, from alcohol and complimentary sauces.

Investing in counters: bringing excitement to store

The traditional service counters attract shoppers with personalised service and high-quality fresh products, so across Europe we see significant investment from retailers in this area. They have been seen as a driver of long-term loyalty and help to increase basket spend.

In Germany, Globus has impressive traditional counters and is focused on continuing to invest, to differentiate from competitors and offer shoppers an elevated service. The hypermarket retailer resists the trend of using bake-off products and has in-house bakeries to differentiate itself from the competition. The production area is visible from the shop floor, allowing shoppers to see the specially trained workers. This adds to the theatre of the category.

Auchan in Poland has repositioned traditional counters to elevate the shopper experience by moving them from the back of the store into a central position in the fresh department.

The hybrid approach: staffed counters and self-serve options

In Germany, Edeka has introduced a more hybrid approach to counters, using both staffed counters and self-serve. This flexible strategy is managed store by store and is left to the discretion of the store managers on operating times. The usual rule of thumb is counters are staffed during peak hours.