For years, Whole Foods has been plagued by the nickname “Whole paycheck” because of its costly, organic cuisine.
But the retailer is trying to shake this reputation by offering “budget classes” at its new store in Detroit, reports Sapna Maheshwari at Buzzfeed.
The company offers “Savy Shopper” classes at its 349 other stores, but classes in Detroit are taking place at various locations around the city since the grocery hasn’t officially opened yet.
“Whole Foods wants to be seen as a better value and not necessarily expensive, even though, well – it is,” said Allen Adamson, a consultant at Landor Associates in New York, told Buzzfeed. “The key to unlocking Whole Foods in neighborhoods in places like Detroit is to make consumers and potential customers comfortable, and not make them feel like they shouldn’t be there.”
Classes include a “price-guessing” game, where consumers guess how much items cost, according to Buzzfeed.
Detroit is one of the poorest cities in the U.S., with a 10% unemployment rate.
Residents of lower-income neighborhoods have protested the arrival of Whole Foods, which is seen as the ultimate sign of gentrification.
The company has famously said that shoppers can eat well by spending just $5 per day. And while some are sceptical of the claim, it does appear to be possible, as many bloggers have pointed out.
Whole Foods also has nearly 200 low-budget recipes on its website.
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