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Whole Foods’ Strategy For Luring Millennials: Be A “Super Cool Hang”

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When the first branches of Whole Foods’ new 365 Supermarket open later this year, shoppers will see more than just lower prices. The millennial-oriented chain is being positioned as a cheaper alternative to its older sibling, and Whole Foods is trying an unusual technique to attract shoppers: filling their new locations with tattoo shops, vegan restaurants, and hipster-y florists. The chain is rolling out a project called Friends of 365, which is described in marketing materials as a “super cool hang” that also happens to grow businesses.

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FAST COMPANY 3/21/2016

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