Like most supermarkets, my store has a deli counter a wide selection of appealing items. My family prefers lunchmeat purchased from the counter by the pound rather than packaged lunchmeat. It is usually more expensive than sale-priced packaged lunchmeat I purchase with a coupon. (However, in some cases, the cost per pound of cut-to-order lunchmeat on sale is less expensive than packaged lunchmeat in the refrigerated case.)

But I usually skip buying anything at the deli counter because if there are more than two customers ahead of me waiting to be served, I do not have the patience to wait 15 minutes to pay a premium for lunchmeat. To satisfy my family and my budget, I grill sale-priced chicken breasts and slice them for sandwiches. This option tastes better than deli lunchmeat, and is healthier and less expensive than the packaged variety

I’ve often wondered why the store manager hasn’t come up with a more efficient system for waiting on customers at the deli counter. Although some stores have a “take a number” system, that does not speed up the process of waiting for multiple orders to be fulfilled before my number comes up. If servers in restaurants are able to take multiple customers’ orders so they all get prepared at the same time, couldn’t the grocery store devise a similar system? Perhaps grocery shoppers could fill out an order form and turn it in to the deli counter, go on to do the rest of their shopping, and then pick up the completed order before they check out. If it’s necessary for an employee to verify customer preferences before filling the order, one employee could take customer orders while another employee fulfills them at busy times.

Although it may take additional employee time or paperwork, I would think the store would gain more customers paying premium prices for deli items if they had a more customer-friendly ordering system.

I recently read in Supermarket News about a specialty grocery store in Detroit that has a new system to improve their customers’ experience at the deli counter. They have set up “Deli Express” kiosks that allow customers to place their order at the deli counter and pick it up before they leave. Customers view information about weekly specials on the kiosk, and then use a touch screen to select the amount of the items they want. They print a receipt verifying their order and go on to do the rest of their shopping.

Although the store would not reveal how much the kiosks cost, I imagine they were a fairly significant investment. However, increasing the sales volume of premium products and attracting new customers should pay for the investment in the long run.

Other store managers could learn from this example by implementing cheaper, simpler ordering systems. It may not be necessary to purchase expensive technology to improve the customer experience in the deli.

As loyal customers of our grocery stores, we can have a role in influencing our store managers to consider process improvements that can help build their business. If you have been frustrated by the inefficiency of ordering at your store’s deli, ask your store manager if they will consider some sort of pre-order system, even if it is as simple as writing the order on a pad of paper. Even if an occasional mistake were made due to miscommunication, re-doing an order would be much less expensive than purchasing and installing computer technology to take deli orders.

 

Stephanie Nelson shares her savings tips as a regular contributor on ABC News’ “Good Morning America.” You can find more of her savings tips in her book  “The Greatest Secrets of the Coupon Mom” and on her Web site at www.couponmom.com. She can be reached at shoppingmom@unitedmedia.com.