Well, we've all

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Publix

Welcome to Publix Super Markets. We are the largest and fastest-growing employee-owned supermarket chain in the United States. We are successful because we are committed to making shopping a pleasure at our stores while striving to be the premier quality food retailer in the world. This site provides a wide range of information and special features dedicated to delivering exceptional value to our online community of customers and visitors.

2 videos2 creators

Why it worked

The video leverages a common, relatable frustration (being in the wrong checkout lane) to introduce a change that benefits a large number of shoppers. The clear and concise explanation of the policy change, along with the company's stated reasoning, makes it informative and relevant.

Summary

Publix is eliminating the 10-item limit on its express checkout lanes across all of its 1400 locations. The company states this change is to reduce wait times and improve customer service efficiency.

Structure

1Relatable grocery checkout scenario
2Introduction of Publix's change
3

Original caption

Publix is removing its 10-item limit from express checkout lanes as the company looks to reduce wait times and better serve customers.

More from @todayshow

Product placement

Publix: ACTS - grocery store chain. Removing the 10-item limit from express lanes. Removing it would change what happens in the video. TODAY: APPEARS - news program/brand. Appears as a watermark. Removing it would not change what happens in the video. Club Publix: ACTS - loyalty program. Mentioned as a way to get discounts. Removing it would change what happens in the video.

Call to action

Get $5 off your next purchase of $20 or more when you become a Club Publix member.

On-screen text

AUG. 21, 2026 Publix Eliminates 10-Item or Less Express Checkout Lane TODAY TODAY TODAY SELF CHECKOUT 5 TODAY Publix $5 says you join the Club. Get $5 off your next purchase of $20 or more when you become a Club Publix member. Elo Publix FOOD & PHARM 345 Presto! TODAY

Transcript

Well, we've all been there before at the supermarket checkout, unloading a cart full of groceries when you suddenly realize you're in a ten items or less lane. Well, fear not, if you are at a Publix store, there is no need to count your items anymore. The supermarket chain is doing away with its ten items or less rule for its express lanes. The company says, “Our focus is on reducing wait times and ensuring customers can be served as efficiently as possible.” Publix is currently rolling out that new rule to all of its 1400 locations.