Monday, June 22, 2009

the new Whole Foods

There's a shiny new Whole Foods at North Avenue and Kingsbury. Because the old Whole Foods had so many problems (limited selection, rats, etc.) I was looking forward to the new one opening. Now I've been there a few times, and I find the shopping experience to be exceedingly unpleasant. I'm sure this is the exact opposite of what the store's designers were going for. Why do I hate this shiny, enormous Whole Foods packed with an unprecedented selection of upscale groceries?

1) It has a huge bank of refrigerator cases. It is freezing cold if you are anywhere near them. Seriously, don't go in wearing a sundress unless you want to suffer.
2) It takes forever to get in the store. Naturally, there's no street parking, and the store is a fair walk from North Ave. There's a big, complicated parking garage with arrows pointing every which way, and the store has at least 5 entrances. Once you navigate the parking garage, you have to go down a long series of escalators, or wind through a labyrinth of seating area and down some stairs. There's an elevator, too. It reminds me of the big Harold Washington library downtown, which I never go to because it takes about twenty minutes to reach any books. You enter, go through a long hallway, go up an outer escalator, go through security, go up an inner escalator, etc.
3) It's crowded and poorly laid out. Rather than straight aisles running the length of the store, there are some short aisles and many islands that impede traffic. The entire south end of the store is about 8 different mini-restaurants, little islands surrounded by stools. When the store is crowded, which is always, you can barely work your way through this carnival. If the store was thinly populated, it might seem exciting and fun to explore the bath-salt island, the make-your-own-granola island, the gourmet olive island, etc. I might wander around, spending excessively. But when the store is crowded, it makes me want to flee. Besides, it's no fun to wander around because it's so freezing. Also, the "island of delights" layout makes it hard to find anything.
4) They discontinued the one staple that I loved: White Wave Extra Firm Tofu. This tofu is so firm that you can cook it without draining and pressing. It doesn't stick to my cast-iron skillet. I depended on it. Now, there's little besides Whole Foods brand tofu, which sucks. It sticks to my skillet every time.

As a customer who was eager to be pleased, I think they really missed the boat with this new store.

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