Part of Whole Foods’ appeal has always been that it’s a different kind of grocery store. Typical supermarket mainstays like a silly card you swipe when you check out to earn rewards seemed beneath the upmarket brand. But as the company has seen its sales begin to struggle, Whole Foods is now hoping jumping on board the loyalty program bandwagon will help it compete with stores that have been using these sorts of incentives all along.
Whole Foods has actually been testing out a rewards program dating all the way back to 2014, initially focused entirely in the Philadelphia area. This past July, the brand announced Dallas-Fort Worth would be the program’s second testing grounds. Things have apparently gone well – the company says nearly 50,000 people have signed up for rewards in the Dallas-Fort Worth area – and during an earnings call yesterday, CEO John Mackey said the grocery chain would be rolling out the program nationwide in 2017.