Whole Foods Is Amazon Now
Nicole Dieker
1926

I think they bought WF for the footprint — all the existing stores — and for a chance to play around with brick-and-mortar grocery sales. Doesn’t matter much to me because I hardly ever shop at WF. Too artsy-fartsy for me — I need a grocery store where I can also pick up generic laundry soap, toilet paper, etc. And the produce never seemed any better than a normal grocery store to me (and usually more expensive). I like my food un-adjectivized. Maybe once in a blue moon, I go because I want a weird fish or cheese, but even then, I end up wondering why I’ve come, appalled at the price I’m going to need to pay for a piece of fish, and cursing the fact that I’m going to have to stop by a “regular” grocery store for some staple. Amazon seems geared to the two extremes — urban enough for hourly deliveries (and not much interest in actual cooking), or rural with not many options in local retail. I do shop Amazon for tech stuff, books, movies, but never groceries. I think that will continue.

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