LAKELAND, FLORIDA (VINnews) — Publix Super Markets has eliminated the long-standing 10-item limit on its express checkout lanes, the Florida-based grocery chain confirmed this week.

The change is intended to reduce wait times and allow employees to manage customer flow more effectively, according to a report from the Miami Herald cited by Supermarket News. Store officials noted that many shoppers routinely ignored the previous restriction, making enforcement inconsistent and slowing service.

The policy shift marks the third notable operational adjustment by Publix this year. In March, the company discontinued Publix Pay as an option in its mobile app, saying the move would free resources for other customer-facing features. Publix also revised its store firearm policy earlier this year to align with a Florida appeals court ruling that struck down a ban on open carry.

Publix, headquartered in Lakeland, operates more than 1,300 stores across the Southeast. The chain reported second-quarter sales of $15.7 billion for the 13 weeks ended June 27, a 1% increase from the same period a year earlier.

No timeline was given for how quickly the new express-lane rules would be implemented across all locations.