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Whole Foods Is Opening A Cheaper New Store Aimed At "Millennials"

They plan to open new stores next year, the company announced Wednesday.

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Whole Foods plans to open a new chain of stores next year geared toward young adults, the company announced Wednesday in their second-quarter earnings report.

Instagram: @avvdemarchis / Via Facebook: wholefoods

The chain made an all-time high of $3.6 billion in sales from Jan. 19 to April 12, a 10 percent increase over the last period's earnings.

“We think a streamlined, hip, cool, technology-oriented store—a store unlike one anyone’s ever seen before ... is going to be pretty attractive to that particular generation," said co-CEO John Mackey.

He added, "You can't envision it yet because no one has. We're creating it."


The new store "will feature a modern, streamlined design, innovative technology and a curated selection," co-CEO Walter Robb said in the report.

Harry Cabluck / Associated Press

He continued, "It will deliver a convenient, transparent, and values-oriented experience geared toward millennial shoppers, while appealing to anyone looking for high-quality fresh food at great prices."

Some people had amusing thoughts on the grocery chain's new endeavor.

Whenever I'm sad I go into the nearest Whole Foods and sing a Little Mermaid-like ballad about one day belonging to the upper class.

Whole Foods Is starting a lower cost chain called Half Paycheck.

And there was this very wise suggestion:

Just don't call it Whole Foods Millennial Edition. Didn't work out too well last time.

Julie Kliegman is a News Fellow and is based in New York.

Contact Julie Kliegman at

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