Rafi Mohammed

Whole Foods Needs a More Consistent Pricing Message

Posted on September 18th, 2015 (0 Comments)

I hope that everyone had a great summer. Apologies that it’s taken my longer than usual to post my latest Harvard Business Review…but it’s worth doing so as developing a consistent pricing message is a key challenge for all companies.

Boy is Whole Foods struggling! Its brand has been anchored by its “Whole Paycheck” image. As a result, thrifty shoppers (e.g., me) have been reluctant to shop at the organic grocer. A chance visit to my local Whole Foods really surprised me…there were a sea of yellow tag “on sale” signs and some regular prices were lower than the supermarket I patronize. So what’s going on here? I think Whole Foods is conflicted about what role price plays in its brand. Is it premium priced or value or a unique mix of high-end and value?

Please check out my latest piece for the Harvard Business Review which describes key tactics that all companies should use in communicating the role of price in their brands.

If you are on Twitter, I’ll be grateful if you follow me: @cultureofprofit. 

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