Whole Foods Market And Brand Differentiation

December 9, 2009

in MBA experience,Side Notes

How smart is your Theme?  How good is your support? Check out ThesisTheme for WordPress.The other day on my way to work I had a sugar craving. I decided to stop by at the store to pick up a doughnut for breakfast. When I have such cravings occasionaly, I usually stop at the Giant Supermarket.

This time I decided to check out what the doughnuts are like in Whole Foods, for a change. Of course, I am aware about the whole “natural/organic” slant of this chain. Occasionaly I shop there, but not as much for organic, as for something unique, something I would not be able to find in Giant.

I actually like their cakes – with icing made from real butter, not that other shelf-stable chemical compound found on cakes in most other regular stores.  

This time I was in for a doughnut. Turned out I was there for a surprise: Whole Foods store I visited does not carry doughnuts. I checked the shelves in a bakery corner twice to no avail. There were muffins and danish pastries, but no doughnuts. Not even some kind of “natural-whole-9-grains-bran-infused” doughnut. No doughnuts. Period. The end of story.

The cheese-jam danish I got instead was delicious. So I guess it was worth checking out anyways.

I suspected before that doughnuts are not the healthiest item on your breakfast menu. I did not realize though, until this time at Whole Foods, that doughnut is considered such a culprit, that it would be banned altogether from a “natural/organic” geared chain, such a Whole Foods Market.

That’s the true spirit of brand differentiation. ;-) As an MBA student I got a micro-lesson in marketing.

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