Whole Foods’ new chain is an admission that its main brand is stuck with its pricey reputation
May 07, 2015 at 13:41 PM EDT
Whole Foods Market Inc. surprised investors late Wednesday by revealing its plan to open a lower-cost chain featuring fresh food and targeting millennial customers, but what management described as a “complementary” move is also an admission that its main brand, despite price-cutting efforts, hasn’t quite shed its “Whole Paycheck” image, according to analysts.