From the perspective of an image‐generating department to the perspective of profitability, the meat department possesses unsurpassed importance within the US grocery store. Surprisingly, the meat department is the subject of relatively little published research. Examines one aspect of the meat department ‐ customer use of the service meat counter vis‐à‐vis the self‐service meat counter. Results indicate that customers’ use of the service meat counter appears not to be a simplistic phenomenon. When used, the service meat counter appears to be viewed as a complement to the self‐service meat counter, not a replacement. The demographic factors examined did not appear to have the potential to serve as successful segmentation factors as far as use of the service meat counter is concerned.
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