The company’s effort at shedding its “Whole Paycheck” reputation officially debuted Wednesday in Los Angeles. Here’s what customers had to say about the 365 store.
Jim Dalrymple II / BuzzFeed News
Whole Foods officially embarked on a grand experiment Wednesday with the opening of its first "365" store in Los Angeles.
The new store in the trendy Silver Lake neighborhood represents the grocery chain's bid for a broader, younger audience after years of having a reputation as an upscale retailer that caters to wealthier consumers.
Whole Foods is also facing greater competition from other retailers, with traditional grocers expanding their artisan and organic offerings. Like the popular Trader Joe's chain — which is known for eschewing name brands in favor of a more affordable in-house version — 365s will offer fewer products than a traditional grocery store, while using cost-cutting efficiencies to tamp down prices.
Jeff Turnas — president of 365 by Whole Foods — told BuzzFeed News on Wednesday the company aims to cut costs by reducing labor, streamlining inventory, and incorporating more technology, such as digital price labels that can be master-controlled by computer.
"You just really think about less steps and it starts there," Turnas said. "There's no silver bullet to creating efficiencies or being able to lower your prices, it's a lot of little things along the way."
Hundreds of people who showed up to see how that would work on Wednesday were greeted with free food and samples.
Jim Dalrymple II / BuzzFeed News
The store also had what it calls a "teaBOT" that dispenses customizable drinks. Tea was free Wednesday, but will normally cost $3.
Jim Dalrymple II / BuzzFeed News
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