As Whole Foods Markets continues to move toward the opening of its budget-friendly 365 chain after losing ground to cheaper natural-goods sellers, it's looking to appeal to millennial consumers by offering them the chance to get a tattoo as they pick out the parts of their next meal.
This plan was detailed by Whole Foods Market Inc. Co-Chief Executive Officer Walter Robb in an interview with Bloomberg, as he said that the introduction of tatoo parlors in the upcoming Whole Foods 365 locations is part of a larger program called "Friends of 365." The program's website says the company wants "to partner with start-ups as well as established brands across a variety of categories to help enhance the 365."
Though no partners have been named yet, the plan means that shoppers can expect to see other businesses, like body-care product sellers, record shops and fresh-pressed juice stands, inside 365 stores and on its outdoor patios. Robb said that he believes through this plan, the new locations will help Whole Foods "reach more communities than we would be able to with our mother ship."
Whole Foods initially announced the concept in May 2015, naming it 365 By Whole Foods. It comes as Whole Foods lost market shares in the organic, fresh and natural grocery space because of the products becoming more accessible at cheaper natural-goods sellers, like Trader Joe's, Sprouts Farmers Market Inc. and even Wal-Mart Stores Inc. The shift itself came as Whole Foods earned the nickname "Whole Paycheck" due to overcharging on a variety of products.
"There's a number of smaller-store competitors out there that are doing a nice job," Robb said. "We don't see any reason why we can't go participate in that part of the market as well with our 365 by Whole Foods offer -- it's going to be unique."
The first 365 store will open in May in Los Angeles, with others scheduled to open later this year in Oregon and Washington. A total of 10 are expected to be open by 2017.
