In an attempt to combat the "Whole Paycheck" perception and fend off upscale grocery rival Trader Joe's, Whole Foods is launching a new, cheaper brand. The first 365 by Whole Foods store will open May 25 in Los Angeles, and the company has 18 more leases signed for locations across the country. One of those stores will be in Decatur, Whole Foods confirmed this week.
Whole Foods announced its plans for this new lineup of stores last May. Each new location will incorporate the company's "Friends of 365" initiative, featuring in-store partnerships with a range of food retailers, vendors, and more. Whole Foods has gradually revealed details about the types of businesses it hopes to incorporate into each store's environment, ranging from startups to tattoo parlors.
In a phone conversation with Eater Atlanta, a Whole Foods spokesperson confirmed the Decatur location will move into a space at 1609 Church St. No timeline for opening was immediately available, though Curbed Atlanta reports it could be open by spring 2018. At roughly 30,000 square feet, the store will be much smaller than a traditional Whole Foods, which typically covers about 45,000 square feet.
While a typical Whole Foods Market includes food that is prepared by employees and can be consumed inside, 365's local partnerships will adjust that model. Atlanta-based vendors "that align with 365 values" will set up shop in a designated space in the store, offering food and other goods — such as tattoos, maybe. Those partnerships for Decatur haven't been determined, and they should be locked down "closer to the store's opening," the spokesperson said.
Design of the Decatur location's exterior is currently under wraps, but the interior will follow the same model as other 365 stores. Get an idea of what to expect via the renderings below.
Renderings via Whole Foods