For me, the source of friction is always the long wait for the cashier. And if I forget something, another wait. I'm looking forward to just walking in and walking out with my purchases.
I dont think you intended that, but your comment seems to imply that having higher friction is an inherent experience of a grocery store, and that there is no reason to go there otherwise.
Personally, my family is going in a different direction. Commodity products at Aldi, different stuff at Trader Joe’s and speciality products at specialty retail.
It’s cheaper, better quality and less time than navigating a 150k sqft store.