Can Whole Foods shed its "Whole Paycheck" image?

05/15/2013 | BuzzFeed

Whole Foods is trying to drift gently downmarket as it sets up shop in Detroit amid fears that shoppers will be turned off by the grocer's prices. The chain will offer budget-shopping classes in a bid to convince residents that shopping at Whole Foods doesn't have to break the bank. "The key to unlocking Whole Foods in ... places like Detroit is to make consumers and potential customers comfortable, and not make them feel like they shouldn't be there," said brand consultant Allen Adamson.

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