What do you think of when you read "Whole Foods"? Do you think of it as a place to find a good bargain? Probably not. With the nickname "Whole Paycheck", even among those who love the place, our neighborhood green grocer doesn't exactly have the reputation as a bargain-hunter's paradise.
And they're aware of it. Nationwide, the company is trying to fight its image as a over-priced. Have you seen evidence at the P Street location? I haven't really, but perhaps I'm not looking for the right things.