Whole Foods Changing Image

Whole Foods Market Inc. (Austin, Texas) is experimenting with an image transformation as it competes for the consumer’s shrinking dollar.

According to The Wall Street Journal, Whole Foods has promoted nationwide “flash” sales on Twitter and Facebook, like a five-hour buy-one-get-one-free deal on ice cream last month. The chain also is increasing one-day sales and adding more lower-priced items like frozen meatballs and vacuum-packed fish fillets.

“The recession was a wake-up call for us,” co-ceo Walter Robb told The Journal.

Last month, Robb told investors the chain is going to engage in “more aggressive price matching against select competitors,” and said price reductions and promotions could start “nipping gross margins a little bit.”

The chain has also been opening new stores in smaller markets, where it adds more conventional fruits and vegetables at lower prices.