Whole Foods is on a crusade to convince the public that its prices are not higher than its competitors. They claim that their prices are simply not higher than their competitors, so they're coming out with some funky ads to help foster the image that the market chain is a place where values can be found.
For the next 10 weeks, Whole Foods is running print advertisements in New York City emphasizing "value" and "deals" — two words not generally associated with the chain that inspired the quip "Whole Foods, Whole Paycheck." To see if there is any truth in the advertising, Business Day surveyed the prices of several national brand grocery products at the Whole Foods, Food Emporium, Trader Joe's and Walgreen's near Union Square in Manhattan. In several cases, Whole Foods' prices were, in fact, the lowest. Despite its reputation as a higher-priced alternative, Whole Foods frequently matched the prices at Trader Joe's, which, since it arrived in Union Square in March, has often attracted a line of customers outside its store waiting, up to 20 minutes, to join the line inside.
nytimes.com via apartmenttherapy.com
