Fry's Electronics does the single line thing, and any time there is a line, I feel like I end up standing in it longer than I would at a grocery story. I suspect this is probably psychological, but letting me, as the shopper, pick the line I want to stand in puts me in charge of how long I wait. If I pick a bad line, it's my fault for picking the bad line. When there's just one line available, I don't get that choice.
Single-queue might be faster, the the psychology of customer satisfaction is much more complex than that.
When I have to choose a line I find myself harshly judging the people around me, because every difference can impose a cost in boredom and lost leisure time. "This guy's old and worn out. They seem kind of foreign, won't understand the cashier. That one looks poor, probably uses a lot of coupons and argues about what's discounted. They're paying all their attention to their kid instead of getting out of everyone's way." It may be the most socially corrosive thing I routinely do.
Edit: and I think I just convinced myself to get a smartphone (I'm reluctant to bring a paperback, it might look like shoplifting because they sell those).
The single line has another property that fry's exploits.
The single line is longer, so it has more space in which to pitch impulse purchases. (It's probably shorter than the sum of the "equivalent" individual lines.)
Fry's might not be a good example because many of their orders are ticketed items, so the cashier does more than just ring you up. For example, last week I bought a hard drive there, and it took a minute for the cashier to retrieve the item then print out the warranty disclaimer/waiver. Target, on the other hand, has checkout arrangement that looks like a rabbit warren.
The Target near me is an interesting case, because the set of registers is so spread at least 30 checkouts, maybe 75m across. The time it would take some of these bumblers to get to the single line and then walk to the check out would cancel out a lot of the gain.
Sure a big line is initially discouraging. But while in line, if I've chosen one of several lines, I fixate: is my chosen cashier a slow idiot? is a customer ahead of me fumbling for change? Should I jump? There's another line opening, should I get ready to run for it? I invariably end up at the front more directly annoyed and snippy at "my" cashier and the whole process. With a single line, I can see everything humming along, moving forward more often, if one transaction takes a while, so what, it's not a race, I relax more, I'll get there.
My favorite hardware store (Dunn Lumber in Seattle) does the same thing. It was difficult to get used to at first, but it's really nice to just take a number, wander around, and then not feel like you're holding anyone up if you don't order your lumber as fast as is humanly possible.
Single-queue might be faster, the the psychology of customer satisfaction is much more complex than that.