In addition to its low percentage of the market share (1%) and sweeping growth plans, reasons include foods becoming "an emerging powerhouse brand" and "the Whole Foods customer experience" with which traditional grocery stores can't compete.

I don't know if you've ever been to a Whole Foods, but in my experience the product isn't worth the hype. The produce is both not particularly fresh nor particularly well priced. The store is also extremely difficult to navigate, and lacking in basic items like cotton balls. However, the customer experience is unparalleled. When I asked someone in the pasta section to recommend a ravioli and tomato sauce, he whisked me off to three different sections of the store stocking me with his "fantasy dinner." The people that work on the checkout lines are equally amiable, and always ask a sincere "how are you doing tonight?" chuckling and making animated small talk, not unlike the Apple store employees who high five you for walking in with an iPod.

Is customer experience becoming an increasingly important factor for powerhouse brands? If so, maybe Starbucks should take a lesson from Whole Foods.

Michelle Haimoff 

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