Amazon has been making changes to Whole Foods ever since acquiring the upmarket grocery brand in 2017, not all of them welcome to customers of the store once dubbed “Whole Paycheck” (an honor that 100 percent belongs to Erewhon now). A more recent change, however, is being met with more approval from Whole Foods loyalists who enjoy shopping at the store but don’t necessarily want to go through a giant store just to buy some broccoli. Here’s what customers are saying about this change.
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Whole Foods, Smaller Stores
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Whole Foods is testing the concept of smaller minimart Daily Shops in densely populated areas, for people who can’t or won’t visit the larger stores. The mini Whole Foods in Manhattan’s Upper East Side is a quarter of the size of a regular store at just 9,100 square feet, perfect for a neighborhood grocery store. “The idea of having a store down the block where you could go and get produce, I was thrilled that they opened,” local resident Arthur Glauberman told The Wall Street Journal.
High Inventory Turnover
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The small stores offer items at comparable prices to the regular stores, with a focus on core products which can be quickly stocked and re-stocked on demand. People are less likely to do big shopping trips when they can come in frequently for smaller items. “We’re serving a previously unmet need in the neighborhood,” Nicole Davia, a Whole Foods senior vice president, tells the WSJ.
Local Products and Suppliers
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The Lenox Hill Daily Shop offers more than 400 local products over 100 Northeast-based suppliers, the company says. This includes brands such as Family Farmstead Dairy, The White Moustache, Annie’s Ginger Elixir, Dam Good English Muffins and Mill Hollow Maple Syrup. “As a lifelong New Yorker, I am thrilled to welcome customers into our first Whole Foods Market Daily Shop,” says Timeisha Brisco, Store Leader for Whole Foods Market Daily Shop. “Whether they are picking up coffee or lunch on-the-go, or grabbing final ingredients needed for dinner, we look forward to providing our customers with a quick, convenient shopping experience that meets all of our quality standards.”
Self-Checkout Kiosks
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Self-checkout will be the primary checkout option, with Lenox Hill containing 10 self-checkout kiosks compared to just two manned kiosks. “@wholefoods will be opening Whole Foods Market Daily Shops in Hell’s Kitchen and the East Village in the upcoming months, with additional New York City locations and a national rollout on the way. In the meantime, come check out the new concept for yourself at 1175 Third Avenue!” says Instagram influencer Rachel Brotman.
The Future of Whole Foods
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Whole Foods is making it clear the smaller stores will not be replacing the bigger ones, long-term. “At our new store formats, we’re tailoring every square foot to the unique, fast-paced needs of urban lifestyles. We’re excited to introduce a new way for our customers to quickly pick up their Whole Foods Market favorites – from grab-and-go meals to that last-minute dinner ingredient – making the early morning or after work grocery trips more efficient and enjoyable,” says Christina Minardi, Executive Vice President Growth & Development, Whole Foods Market & Amazon. “Expanding our footprint with Whole Foods Market Daily Shop is key to our growth, fostering deeper customer connections, and advancing our purpose to nourish people and the planet.”