From Co-Op introducing digital product labels to Tesco ditching traditional barcodes, supermarkets have embraced tech in a big way recently.
Not all shoppers are on board with these changes though — and Morrisons’ latest upgrade is proving equally controversial.
Last year, the retailer first launched digital pizza ordering stations; touch-screen kiosks where customers can choose what they want before collecting the freshly-made product at the end of their shop.
After initially being trialled in a small number of stores, they’re now being rolled out nationwide, currently available in 263 branches across the country.
In a recent Facebook post, Newfoodsuk said they’d spotted one in their local Morrisons, and found it ‘very useful to see all the toppings and options.’
Many in the comments agreed too, describing the new addition to pizza counters as ‘cool’, ‘great’, ‘ideal’, and even a ‘game-changer’ that would mean ‘no more looking for a staff member.’
But some felt differently, including Alexis Martin who wrote: ‘Much better to actually talk to someone and interact.’
‘We are becoming more and more distant from other humans,’ added Francesca Marina, while Robert Fias asked: ‘Is this to replace the person that used to take orders?’
Thankfully however, that’s not the case.
What do you think of Morrisons introducing digital pizza ordering stations?
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Great idea, it's convenient and modern.
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I prefer the traditional way of talking to staff.
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Neutral, as long as there's still an option for human interaction.
A Morrisons spokesperson tells Metro: ‘Customers still pay at the usual till, the screens simply allow them to customise and order their pizzas at their convenience, and pick up their pizza while continuing their shop.
‘The ordering screens are easily accessible and provide customers with the visibility of the options available, with customers able to choose from different bases and sauces to gluten-free and vegan alternatives and a variety of toppings, as well as take advantage of popular offers.
‘Since launching, we’ve seen increased demand with our in-store colleagues making even more pizzas to order as freshly prepared food remains a key part of our store experience.’
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Still, amid a growing backlash against cashierless tech, the move is unlikely to have gone down well with everyone.
In fact, Facebook user Andrew Makinson claimed to have already ‘seen a few upset customers leave because they can’t talk to staff’ since his branch got a kiosk.
Back in August 2025, retiree Debi Evans called on Brits to #TakeBackControl, starting a campaign against the ‘digital prison’ of self-checkouts.
‘All I’m asking for is a balance of as many self-service tills as there are self-service,’ Debi told Metro. ‘Every time I’ve used self-service I’ve had to call someone to help or something hasn’t scanned – there’s always a problem.’
Her post on X hit more than 3.6 million views, with some calling for shoppers to boycott the machines altogether.
Morrisons actually admitted it had gone ‘too far’ with self-checkouts in 2024, with bosses vowing to swap a number of self-service lanes back to manned ones.
CEO Rami Baitiéh said the company had been ‘reviewing the balance’ between the options following negative feedback, but after reverting to the traditional tills, ‘colleagues and customers [were] very satisfied.’
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