business news in context, analysis with attitude has a piece that looks at how Whole Foods "is looking for its next wave of growth by opening up over 1,000 'smaller and urban' stores in markets it would have never considered 10 years ago."

The piece suggests that this shift reflects several of Whole Foods' priorities, including the defining of a narrative that Whole Foods aspires to communicate to employees, investors, customers and communities, as well as the leveraging of the brand's equity to "succeed in new segments and geographies that don’t fit the typical template."

Not always easy, of course, because essentially Whole Foods is trying to stay true to its core mission and values while moving outside its sweet spot.

You can read the entire piece here.
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