Dive Brief:
- Atlantis Fresh Market has expanded its partnership with frictionless checkout technology company Mashgin, according to a Monday announcement.
- The Mount Vernon, New York-based retailer originally piloted the self-checkout machines at five locations starting in late 2024, a spokesperson said. The company is now bringing the kiosks to all new or refurbished sites, according to the announcement.
- Mashgin’s self checkout technology allows customers to pay for items by putting them in a tray rather than scanning a bar code. The machine uses computer vision and artificial intelligence to recognize and tally the items automatically.
Dive Insight:
While adoption of frictionless checkout at c-stores has slowed in 2025, Atlantis appears to be going all-in. The technology will help Atlantis speed up checkout, freeing up workers to focus on other tasks, including restocking, cleaning or helping guests.
Mashgin’s technology can be used both to buy items in the store and to pay for gas in cash at participating Atlantis sites, according to the release. Shoppers buying fuel input the pump number and feed the cash into the machine, then go out and pump. If they overpaid, they can scan their receipt to receive their change afterward.
"We're focused on providing our customers with the best possible experience, and Mashgin's technology helps us do just that,” Rick Rigby, CTO at Atlantis, said in a statement.
Mashgin’s checkout tech integrates with the Verifone payment and rewards system Atlantis already uses, allowing customers to easily access the Atlantis Rewards loyalty program as well as all payments solutions the stores use.
This update to its checkout technology comes about a year after Atlantis tapped Lula Convenience to add delivery to all of its stores. In that case, the company piloted Lula at eight stores before deciding on a full rollout.
Atlantis Fresh Market is owned by Atlantis Management Group, which as of last year operated around 95 sites in the Northeast.
