FEB
2007
Is Whole Foods Straying From Its Roots?
New York Times, February 28, 2007 — THEY came together in what seemed like a perfect marriage: earnest former hippies and Whole Foods, the clean, well-lighted version of the old natural food store. The chain’s stores were filled with organic foods and socially responsible ingredients. They were decorated with pastoral scenes of the local farmers who sold to them; signage explained why local and organic are better for the environment.
Categories: Brand Strategy, Customer Experience
From John Conti on March 1, 2007
When reading this article I was reminded of Starbucks. Both Starbucks and whole Foods redefined their categories and started with modest roots and a legion of core customers. Also, both brands were social brands that appealed to customers desire to do good for the world.
Starbucks had a cult following in its early days then experienced tremendous growth. Starbucks realized it had outgrown its core customers and some customers felt they were alienated as Starbucks became more corporate and money hungry. Starbucks has done a good job of managing growth while remaining true to its brand. They have not tried to be all things to all people but rather have delivered a consistent brand experience across all of its stores.
I think Whole Foods can learn from Starbucks. By refocusing the Whole Foods brand on its core values and customers Whole Foods can remain the category leader. The challenge is to serve your core customers while inviting more people to the party.