How long before Whole Foods customers call a figurative BS on its repeated price cut claims? Should Whole Foods continue to try to escape its “Whole Paycheck” image or just own it?

Interactive Edge’s CEO, Zel Bianco comments, featured on RetailWire’s Braintrust :

Oh man, this one hits too close to home. I have this little argument with my wife all the time. She believes that the prices are comparable, sorry honey (to other grocery stores) and I say they are not. So put me in the “calling it BS” category. Yes the campaign has been trying to convince us that they are lowering prices across the store, but I think as soon as they lower them in one category like produce, they raise them another category like fish. And although perhaps it’s not a fair comparison, shopping anywhere else outside of NYC the price differences are dramatic in every single category across the store! It’s true when comparing Whole Foods compared to Stew Leonard’s or Whole Foods to Stop and Shop. I will say that the seafood at Stew Leonard’s is just as good if not better than Whole Foods. Some of the other supermarket chains, not so much.

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