Johnny N.
Yelp
I knew right when it happened that Amazon's acquisition of Whole Foods would be the end of an all-time run. One can't help but draw a parallel to when a 34 year old Kobe Bryant blew out his Achilles. Everyone wanted to believe he would come back the same, but deep down, we all knew. It was over.
To be clear, there is no hate in my heart towards Amazon. I am a prime member and that two day guaranteed shipping has saved me more times than I can count when the Holidays come around. It has been a godsend at times.
However, I knew that their data-driven approach that puts consistency and profit over everything would not mesh with everything I had come to know and love about the Whole Foods culture.
One thing I loved about prime Whole Foods was that every store you went to was different and had a unique feel. It had such a personal touch that I imagine was a reflection of the local community and the team members. When I would travel or be in a new city, I'd do my best to get to the Whole Foods there just to see what the vibe was. You could really get a feel for what the city was like. Different produce, different meats, different niche brands that you couldn't find anywhere else, different food at the hot bar, different local merchants, etc.
I will never forget the Whole Foods in Hillcrest, San Diego and their $5 brussel sprouts happy hour. My college roommate and I were LIVING in there in 2015. We got to know the servers, coffee bar and juice bar workers, employees working the checkout register, etc. I need to shout out Nancy, who was a server at the restaurant in the back. We'd walk in and she'd shoot us a big smile and point at us while saying "brussel sprouts?" She'd ask about our lives and how our classes were going and all that. Damn I wonder what Nancy is up to now lol big shoutout to Nancy.
My roommate got a Whole Foods hat from a friend he made at the juice bar and it was too small for his head so he gave it to me...it was also too small for my head ahahaha but I wore it with so much pride. "Y'all don't have a Whole Foods Hillcrest hat!?!?!?! Couldn't be me!!!!"
We returned in 2019, and I'm sure you can guess. No brussel sprouts happy hour. No restaurant in the back. No familiar faces. No familiar products. No Nancy........... You get where this is going.
Walking into this Whole Foods on South Street yesterday felt no different than walking into a Ralph's. There is no character, there is no local community feel. Everything is the same as it is at every other Whole Foods. The cool local brands seemed to have disappeared entirely from the shelves. They have seemed to stop the war they were waging on GMOs.
Perhaps this is just anecdotal evidence, but the employees don't seem to enjoy being there like they used to. People used to genuinely enjoy working there, or at least were great at faking it ahahaha. Now, it just feels like any other grocery store with slightly better products but at a much higher cost.
I used to get inspired walking into a Whole Foods, like damn what cool new snacks, produce, drinks, meats, or hot bar items am I gonna find today!? Now, I just get sad. It reminds me of that band or artist that you grew up loving when they are on the come up. They are young and hungry and speak to you and your soul... but then they have that hit album or get that big record deal, and they just aren't relatable anymore. They lost the hunger and the fire. But maybe that's just the way life goes. Every star in the solar system will die at some point. Okay sorry I'm getting a bit dramatic, let me close this up.
The golden age of Whole Foods is something that may never be duplicated. Jordan's Bulls come to mind. But even the great Michael Jordan ended up playing for the Wizards...
IG @jnov_
Tiktok @jnov__