Will 25¢ coffee help Whole Foods shed its ‘Whole Paycheck’ tag?
If you’re looking for a cheap 12-ounce cup of coffee, head to a Whole Foods near you. The organic foods chain, which has been seeking to overcome its unflattering "Whole Paycheck" tag, is serving up hot cups of its Allegro brewed coffee (no limits) for just 25¢ through the end of the month.
The cheap coffee deal is part of Whole Foods’ "Love Fest," a month of special promotions and events intended to show the chain’s appreciation of its many customers across the U.S.
"We are looking forward to deepening our connections with customers and saying ‘thank you’ and ‘we love you’ during this special Love Fest season," said David Lannon, executive vice president of operations for Whole Foods, in a statement last week. "We can’t wait to surprise and delight shoppers with some of our best-ever deals, weekly giveaways and a few other surprises in our stores as well as in our social media channels."
In addition to caffeinating its customers at 25¢ a pop, each Whole Foods store is randomly selecting a shopper to receive a $500 gift card. It is also offering special product offers with discounts up to half off.
Whole Foods’ Love Fest comes just a few short months after its reputation took a hit for overcharging customers in New York. While initially seeking to paint the findings of New York’s Department of Consumer Affairs as exaggerated, the company eventually came around to a mea culpa, announcing plans to rectify the issue across the U.S.
Source: Whole Foods
- ‘Shop in the name of love’ at Whole Foods Market – Whole Foods
- Allegro 12 oz. Brewed Coffee 25¢ Each Plus Tax – Whole Foods
- Whole Foods smacked with overcharging accusations – RetailWire
Will 25¢ cups of coffee and promotions such as Love Fest help Whole Foods overcome its tag as Whole Paycheck? What business lessons do you see in the chain’s hard-fought efforts to change its pricing image with consumers?