24 October 2016
Grocery Ethnography of Whole Foods, Meijer, and Lansing City Market
Compared to the food deserts depicted in Tracie McMillian’s “The American Way of Eating”, these stores (Whole Foods, Meijer, and Lansing City Market) were close to those living in apartments, but were in the middle of the city. McMillian describes food deserts as grocery stores that are far from rural living and contain little to no healthy foods. These stores, however, incorporated a variety of products. This was done to increase their sales because they had a closer, immediate connection with the consumer. This also makes it easier for the stores to ensure revenue with their variety and location.
First is Whole Foods, a market located next to a heavily used intersection, which is home to the abundance of organic and eco-friendly products. The surrounding geography is walking distance to the store, with a Motel 6 next door and apartments in each direction. A strip plaza was located diagonally, next to a Golden Wok. After parking in a medium sized parking lot (probably filling less than a hundred cars) the first thing customers see are a decorum of pumpkins with arrays of fruits and vegetables; in time for the Halloween holiday. Walking into the only entrance, a person is greeted with an array of flowers and the produce section. When walking along the pebble-imitated floor (more than likely used to create a more natural effect), the customer will see that there are varieties of assorted produce, but not a great quantity. This is probably due to the long process of producing organic food; it is not as abundant as non-organic foods. There also seems to be less packaging used for produce and the fresh foods, which probably constitutes the high prices; no packaging means shorter life span and more need to replenish.
Noting the labels throughout the store, they were written to imitate the writing on a chalkboard; used to create a homemade atmosphere rather than the printed labels that could be found at a Meijer. The wood decorum decorates the place to give a more farmhouse feel; a way to encourage the idea of fresh and natural to the consumer. As said in Melanie Warner’s “Pandora’s Lunchbox”, using the farmhouse logo creates a false connotation about the food because farms are depicted as healthy and natural; they have a positive connotation to them. Stores and brands will utilize this picture of the standard red house with a silo and pastures to entice the customer into thinking they are eating healthy foods. There is a plethora of unknown brand names; brands that are not usually picked up by big supermarkets because of their price. Towards the back of the store are the freshly made food and desserts. All of which are made with organic products; a way to endorse the store’s products. Besides Lansing City Market’s friendly, charismatic workers, the workers at Whole Foods were not as abundant as Meijer’s, but they both were average quality and did not actively communicate with the consumer. However, Meijer had a greeter, which was probably done to help the customer feel more welcomed and feel a personal connection with the big conglomerate.
Getting to Meijer was as hectic as getting to Whole Foods and the Market. It was next to a crowded intersection, with common brand stores (McDonalds, Best Buy, Office Max) across the road and restaurants within the same large lot. Despite the barren product placement on the outside the store, the customer walks into one of the two entrances and is greeted with a plethora of products. There is a section for home essentials, clothing (Whole Foods had clothing too, but it was expensive and bare), decorations, and a food section. The food section contained a variety of produce and an abundance of them. However, a majority of the food was in either plastic bagging or a netted bag. The products were cheaper compared to Whole Foods and Lansing City. However, the upkeep was unattractive despite the abundance of workers. There was mushed food on the white floor (the white made it feel unnatural, despite the attempt to attribute the color to a hygienic connotation). The labels were printed with no design, and this gave the store a discourse feeling. The store was meant to be a family store, with the variety of products and choices. This was evident with the selection of customers, which ranged from all ages and types; whereas, Whole Foods was a majority of business attired adults, fitness fanatics, and senior citizens.
In the Lansing City Market, on City Market Drive, is less like a traditional farmers market and has a more modern feel. The drive to this area was hectic, much like Whole Foods and Meijer, but the parking was plentiful. The surrounding area of the market was a Lansing river, and a busy street that had a line of different stores. The atmosphere had a warm feel due to the closeness of the stands and the holiday decorum; the building was heated which helped with a welcoming aura. Alongside Meijer’s greeters, this market had the friendly welcome from the workers behind the stand when immediately walking inside the building; a way to entice the consumer into coming toward their products. There were arrays of stands that ranged from selling food to gift shop items and handmade crafts. This seems to be a common theme between the three stores, a way to attract different types of customers.
The customers and workers were dressed in casual attire; there were not too many business or slops. The customers were also middle aged. This is probably due to the bar that was integrated with the market; possibly another way to attract a more variety of customers. Like Meijer but unlike Whole Foods, there was music playing in the background. Oldies were played in the market; a way to entertain the older customers and workers. Like the Whole Foods decorum, the environment had a farmhouse feel; they had wooded lofts and stands with the outside paneling having the classic red and white coloring. The prices ranged depending on the seller. If they were handmade or organic, they seemed to have higher numbers than average products found at Meijer. Whereas the food that was being sold restaurant style, was average (a sandwich was $7).
Altogether, these stores are all trying to achieve the same goal, which is to appeal to a variety of customers and present a welcoming atmosphere for enticement. There were strategic ideas implemented to achieve this; whether this worked or not is dependent on the store.
Grocery Ethnography of Whole Foods, Meijer, and Lansing City Market
Compared to the food deserts depicted in Tracie McMillian’s “The American Way of Eating”, these stores (Whole Foods, Meijer, and Lansing City Market) were close to those living in apartments, but were in the middle of the city. McMillian describes food deserts as grocery stores that are far from rural living and contain little to no healthy foods. These stores, however, incorporated a variety of products. This was done to increase their sales because they had a closer, immediate connection with the consumer. This also makes it easier for the stores to ensure revenue with their variety and location.
First is Whole Foods, a market located next to a heavily used intersection, which is home to the abundance of organic and eco-friendly products. The surrounding geography is walking distance to the store, with a Motel 6 next door and apartments in each direction. A strip plaza was located diagonally, next to a Golden Wok. After parking in a medium sized parking lot (probably filling less than a hundred cars) the first thing customers see are a decorum of pumpkins with arrays of fruits and vegetables; in time for the Halloween holiday. Walking into the only entrance, a person is greeted with an array of flowers and the produce section. When walking along the pebble-imitated floor (more than likely used to create a more natural effect), the customer will see that there are varieties of assorted produce, but not a great quantity. This is probably due to the long process of producing organic food; it is not as abundant as non-organic foods. There also seems to be less packaging used for produce and the fresh foods, which probably constitutes the high prices; no packaging means shorter life span and more need to replenish.
Noting the labels throughout the store, they were written to imitate the writing on a chalkboard; used to create a homemade atmosphere rather than the printed labels that could be found at a Meijer. The wood decorum decorates the place to give a more farmhouse feel; a way to encourage the idea of fresh and natural to the consumer. As said in Melanie Warner’s “Pandora’s Lunchbox”, using the farmhouse logo creates a false connotation about the food because farms are depicted as healthy and natural; they have a positive connotation to them. Stores and brands will utilize this picture of the standard red house with a silo and pastures to entice the customer into thinking they are eating healthy foods. There is a plethora of unknown brand names; brands that are not usually picked up by big supermarkets because of their price. Towards the back of the store are the freshly made food and desserts. All of which are made with organic products; a way to endorse the store’s products. Besides Lansing City Market’s friendly, charismatic workers, the workers at Whole Foods were not as abundant as Meijer’s, but they both were average quality and did not actively communicate with the consumer. However, Meijer had a greeter, which was probably done to help the customer feel more welcomed and feel a personal connection with the big conglomerate.
Getting to Meijer was as hectic as getting to Whole Foods and the Market. It was next to a crowded intersection, with common brand stores (McDonalds, Best Buy, Office Max) across the road and restaurants within the same large lot. Despite the barren product placement on the outside the store, the customer walks into one of the two entrances and is greeted with a plethora of products. There is a section for home essentials, clothing (Whole Foods had clothing too, but it was expensive and bare), decorations, and a food section. The food section contained a variety of produce and an abundance of them. However, a majority of the food was in either plastic bagging or a netted bag. The products were cheaper compared to Whole Foods and Lansing City. However, the upkeep was unattractive despite the abundance of workers. There was mushed food on the white floor (the white made it feel unnatural, despite the attempt to attribute the color to a hygienic connotation). The labels were printed with no design, and this gave the store a discourse feeling. The store was meant to be a family store, with the variety of products and choices. This was evident with the selection of customers, which ranged from all ages and types; whereas, Whole Foods was a majority of business attired adults, fitness fanatics, and senior citizens.
In the Lansing City Market, on City Market Drive, is less like a traditional farmers market and has a more modern feel. The drive to this area was hectic, much like Whole Foods and Meijer, but the parking was plentiful. The surrounding area of the market was a Lansing river, and a busy street that had a line of different stores. The atmosphere had a warm feel due to the closeness of the stands and the holiday decorum; the building was heated which helped with a welcoming aura. Alongside Meijer’s greeters, this market had the friendly welcome from the workers behind the stand when immediately walking inside the building; a way to entice the consumer into coming toward their products. There were arrays of stands that ranged from selling food to gift shop items and handmade crafts. This seems to be a common theme between the three stores, a way to attract different types of customers.
The customers and workers were dressed in casual attire; there were not too many business or slops. The customers were also middle aged. This is probably due to the bar that was integrated with the market; possibly another way to attract a more variety of customers. Like Meijer but unlike Whole Foods, there was music playing in the background. Oldies were played in the market; a way to entertain the older customers and workers. Like the Whole Foods decorum, the environment had a farmhouse feel; they had wooded lofts and stands with the outside paneling having the classic red and white coloring. The prices ranged depending on the seller. If they were handmade or organic, they seemed to have higher numbers than average products found at Meijer. Whereas the food that was being sold restaurant style, was average (a sandwich was $7).
Altogether, these stores are all trying to achieve the same goal, which is to appeal to a variety of customers and present a welcoming atmosphere for enticement. There were strategic ideas implemented to achieve this; whether this worked or not is dependent on the store.