Whole Foods’ Strategy for Luring Millennials: Be a ‘Super Cool Hang’

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.