Chatty checkout lanes bring some company to the supermarket

Friday, 26 June 2026

For Gae Davy and Val Service, a trip to the supermarket is about more than picking up bread, milk and potatoes.

They are among the regulars embracing a new 'Chat Lane' at New World Matamata, where customers are encouraged to slow down, have a conversation with checkout staff and enjoy a more relaxed shopping experience.

It operates two hours a day and is based on a Dutch supermarket concept, which encourage cashiers to take their time and have a friendly conversation with customers rather than rushing them through.

The dedicated lane has been running since late April and the supermarket says it’s the first of its kind in the country. It’s even had the customers

Davy, 84, was among those doing her weekly shop when the Waikato Times visited and enjoyed chatting about “anything that’s gospel” like current events and the weather.

Davy is a fan of the chat lane, saying it gives staff “a little bit more time to speak to us“.

Val Service also went through to pay for some Magnum ice cream bars, bread and milk.

Service, 89, has been living on her own since her husband died four years ago.

She said it makes a difference in how she shops.

“It’s just nice to talk to people.”

New World Matamata owner-operator Steven Yin, 48, liked the Dutch idea and wanted to bring it to the store.

“Shopping is not just a rush through grocery shopping. It’s having a conversation, enjoying the social connection, creating a moment that we can show our care to our customers.”

The chat lane is at the far end of the checkout lanes, next to the bread and has a sign that has the Dutch KletsKassa wording as well as the Māori wording, Ara Kōrerorero.

Customers who go through the lane can have a chat about various things and staff can keep babies engaged while their parents pay for the shopping.

Yin said all checkout staff will get a chance to work the chat lane.

“But mainly we will pick the one the ones that show more care and take the time.”

“Whether customers feel like a chat or simply want a more relaxed checkout experience, the choice is completely theirs, there is no rush and no pressure,” Yin said.

Checkout Manager Leoni Vanstiphout said they suspect some customers' only human interaction each day is with staff.

“We definitely have our regular customers and some of them are waiting at the chat lane before we open.”

She said customer feedback found that they feel like the store cares about them.

“We’ve shared lots of laughs, received plenty of hugs, and even had customers waiting at the Chat Lane from 8am.

“It’s about creating a space where people feel genuinely cared for, welcomed and supported, whatever that looks like for them.”