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Grocery shopping. Experience or not?

by Alexis Adauto Ferguson
Wednesday, March 30, 2005. 02:57PM
518 Views 10 Comments

So about a month ago, the new Whole Foods opened its world headquarters with a mammoth 80,000 sq ft super store.

"To put this store in perspective, every department features more variety than you'd find in a stand-alone specialty shop - but with products free of artificial additives, sweeteners, colorings, preservatives and hydrogenated oils," notes Whole Foods Market CEO John Mackey. "We're proud to offer such a world-class customer experience to our hometown Austin shoppers, who've been loyal to us from the beginning. Whole Foods Market is committed to the goal of being, not only the best natural foods store, but the finest food retailer in every community we serve."

And an experience it is! I personally loved it. I bought overly priced veggies and fruit and flowers, gawked at the lovely "meat smoking" case, tasted the cheese, thought about getting fresh chocolate dipped strawberries and had lunch at the Tratoria booth. My pal with two kids laughed at me when I told him about it today. He said "I don't want an experience, I just want to get my groceries and go home".

So I guess the question is... do you want an experience when you shop and do you mind paying for it?

(login to vote or comment.)

Comments

 10 shown
Monday, August 15, 2005. 04:54PM by Don Couch
The experience I get there is not the experience I want!
Friday, April 1, 2005. 10:12PM by EXIT3A .com
I have always been a big supporter of Whole Foods. I am glad they are expanding and bringing their safety and health conscious strategies and products to more Americans. I am very proud to be a Whole Foods shopper. I even bring my own bag with me to market. (Just doing my part to help with the de-forestation problem.) Hey, have a nice weekend everyone. Hope the weather is good!
Thursday, March 31, 2005. 12:42PM by Noelle Weaver
Retail has always been selling "experiences" but analysts believe that this Whole Foods model [another one just like this opened in NYC last month] will change the way grocery stores sell food [think about what Starbucks did for coffee]. Interesting to note that when WF became popular several years ago supercenters like WalMart, Target, Krogers, ShopRite, etc. expanded their organic foods selection to meet the growing demand for organic/natural food - which , by the way is projected to grow three-fold in the next 5 years.
Thursday, March 31, 2005. 08:35AM by Rachelle Rouse
I feel swallowed up in the masses when I go to CM or WF. The parking's insane. The selection is insane. The prices are insane. The lines are insane. Whereas my local HEB can be packed yet doesn't seem as stressful. Depends on what you're wandering the aisles of life for, I guess.
Thursday, March 31, 2005. 07:54AM by Alexis Adauto Ferguson
Yes, it is home grown in Austin... 25 years ago. Hippie culture... gotta love it. ; ) I think it's about the "high class" experience. Just like Central Market (another fabulous store) you go to get the expensive stuff. I try not to spend more than $30 - which ends up typically being one meal for me and my husband. Elise - you'd love this new one.... it's super fab.
Wednesday, March 30, 2005. 08:08PM by Tyler Hanson
>So now, the world headquarters is in Austin. That tells you something. Actually Whole Foods was founded here in Austin. Another tid bit to know is that they are the fastest growing grocery chain in the country. Here is a question- is it all about the organic healthy food, or is it all about the high class feeling WF seems to create. Ain't no whole foods being built in the ghetos of America BTW- I spend more money at whole foods every month than I do on rent.
Wednesday, March 30, 2005. 03:42PM by Jeff Fisher
Beautiful store here in Portland and it is an experience. However, it's also known to most as "Whole Paycheck." A group of former employees of a former local grocery store called Nature's (which was gobbled up by the Wild Oats chain) opened a new grocery store named New Seasons. Much more low-key, great products, very neighborhood oriented and a much more pleasant experience. I'm looking forward to the one that will open about eight blocks from my home this fall.
Wednesday, March 30, 2005. 03:28PM by Margaret Shultz
I've shopped at Whole Foods a couple of times. I can't just go there and get what I need and get out. It draws you in and I end up wandering the aisles looking at the endless variety and trying the free samples. Ultimately, I walk out of there 2 hours later with tons of stuff I never intended to buy having spent way more than is reasonable. Sure, if I have two hours to kill I'll go to whole foods, or some other high-end market that is all about the experience. But honestly, I don't have that much time to grocery shop. I'm usually running to the store after work, to grab something I need for dinner, but forgot I was out of, so really I'm just looking to get in and get out. Personally, I'm all for the home delivery grocery model. Does anyone remember HomeGrocer.com. Too bad it never took off. I just started getting organic produce delivered to my house from a local company and love it. I get a variety of fresh organic fruits and veggies every week (priced comparably to supermarket organic produce) and its all done online. It totally cuts down on my shopping time. So, to answer the question, I love the experience Whole Foods offers, but who has time? I'd much rather pay a little more for the convenience of having good food delivered right to my door.
Wednesday, March 30, 2005. 03:25PM by Tyler Hanson
Before the new store was built I went to whole foods almost every day. Since the new store was opened I have been there 3 times. Whole foods is the wall mart of organic food... There is a quote from an old adbusters "In the future the rich will eat organic food, and the poor will eat processed food." We are already at that state right now. I could go on, but time is time http://www.themeatrix.com/
Wednesday, March 30, 2005. 03:22PM by Jeremy Feldman
Ultimtely, all retail environments are controlled experiences of one kind or another.

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