Though the house brand at Whole Foods is called "365 Everyday Value," many consumers say they'd go broke if they shopped at the upscale natural foods store 24/7.
The Austin, Texas-based chain offers a menagerie of organic, gourmet, artisanal food products, and is battling the public perception that has led to the store's nickname "Whole Paycheck."
The store plans to announce nationwide "flash" sales on items through social media, providing discounts for a few hours on certain items, The Wall Street Journal reports.
For a few hours, every so often, offers are expected to pop up...though it's hard to imagine people dropping everything to buy cheap ice cream.
The chain also plans to increase its one-day sales on items like salmon and chicken. According to the corporate office's web site, there have been three such sales in August alone. Whole Foods told the Journal the number of one-day sales will increase from 14 to 17 this year.
Baby steps, I guess.
Whole Foods did not respond to requests for comment on price perception and affordability.
While the chain might face criticism for prices, it's undeniable that the attraction to the store is, in part, its reputation for caring about customer health and the quality of products offered. The store has made a promise to start labeling foods that contain genetically modified ingredients by 2018.
Now if they could just do something about the parking lot.