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By Joel M. Albrizio, President

"A Look Back At An Article I Really Enjoyed Writing"

So What Is Whole Foods If This Isn't Prepared Foods?

Shopping at Whole Foods is an experience in itself. As we push our carriage around this retailer that smells delicious, it's easy to ask yourself..."Am I in a supermarket or a restaurant? What smells so good?"

From front to back while reviewing each perimeter department, Whole Foods brings to market the freshest, seemingly safest inexpensive dining experience.

Whole Foods is An Inexpensive Dining Experience?.....Yes!

While we are likely to find Whole Foods pricey for simply a supermarket Whole Foods is inexpensive when thought of as dinner out.

So Why Can't We Consider Whole Foods Dinner Out?

Let's bring to surface the Whole Foods value proposition. Whole Foods is a prepared foods bargain extravaganza when considering purchasing lunch or dinner and eating correctly outside the house.

Can you imagine what your dining experience might cost if we demanded only the finest organic produce? How about only the safest ingredients? Do restaurants prepare wild salmon for us when requesting salmon?

No GMO additives or anything questionable we might have ever heard of or considered which is automatically demanded protocol under the....

"Eat Only The Best" Whole Foods mantra.

If we look at baked items, at Whole Foods everything is baked fresh for our convenience. Pizza, salad bars, sandwiches, prepared foods in almost every category, all in minutes at a fraction of the price of our favorite hot spot.

The kids can still do their homework and get to bed on time, but we don't have to cook and better yet.....We will never feel guilty for what we just fed our family.

How about we pick up dinner and enjoy it at the playground, soccer field, or beach instead of standing in front of a hot stove many of us have no idea how to navigate?

So why do so many people look at Whole Foods with the Whole Paycheck mentality?

Most people, myself included will always find it easier to critique rather than applaud any company's successes. That said when it comes to prepared foods we must think of Whole Foods.


Safe, simple, delicious and always fresh. We need to take another look at Whole Foods for what they really are.

Whole Foods is more of a hybrid food retailer than simply a supermarket. Whole Foods is a dining experience dressed up as a supermarket. Here we can experience a real value proposition.

When we brand any retail food entity, call it a supermarket and forget what all of it is amenities are, it is easy to refer to Whole Foods as expensive.

When we take into consideration what Whole Foods is as a retail food option to casual dining or take-out we then appreciate Whole Foods.

In a perfect world Whole Foods would be seen as a casual dining experience that makes center store retail items more readily accessible.

If Whole Foods were to be rebranded our suggestion would be to refer to it as something more special than a supermarket, almost demanding a new term.

In closing, many have asked why I choose to write about what I see in the supermarket industry today and my ideas. At Adlife we believe great ideas and its resulting branding will give new life and direction to any company. So for that reason we chose to open the discussion.

Joel M. Albrizio, President Adlife Marketing & Communications

Thank-you for you ideas & support!