You may angrily joke about "Whole Paycheck" when you leave a Whole Foods Market with few items and a hefty bill, but maybe you're not looking on the right shelves.
The New York Times reported this weekend that Whole Foods is trying to revise its image as food prices increase and consumers have less to spend.
You too can take a value tour - a guided tour offered to customers showing them where the best deals can be found in the store.
In addition, the store is offering deeper discounts and adding lower-priced store brands to shelves.
But not everyone is convinced it will be easy to change that image.
Mitchell P. Corwin, an analyst at Morningstar, is quoted in the article: The Whole Paycheck image can really hurt you. When you walk into these big beautiful stores, its hard for a consumer to think that it is a value-oriented type of retailer."
The Times added that things are tougher for Whole Foods now, since consumer interest in organic food appears to be leveling off after several years of double-digit growth.
Walter Robb, the company's co-president is tired of the Whole Paycheck reputation. He says in the article: "We are a lot more competitive than people give us credit for. We challenge anyone on like items."
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