> Efficiency and cheapness would go against the Whole Foods brand.
For their existing customers, yes, but WF has become an aspirational brand.
What if the play is to gain a large number of less affluent customers by WF-labeling lots of inexpensive things?
Search Amazon for some commodity like corn meal, or rolled oats. There's a huge price difference between Quaker brand and Bob's Red Mill. Amazon could insert Whole Foods brand right in the middle and skim customers from both ends while maintaining handsome margins.
For their existing customers, yes, but WF has become an aspirational brand.
What if the play is to gain a large number of less affluent customers by WF-labeling lots of inexpensive things?
Search Amazon for some commodity like corn meal, or rolled oats. There's a huge price difference between Quaker brand and Bob's Red Mill. Amazon could insert Whole Foods brand right in the middle and skim customers from both ends while maintaining handsome margins.