- Whole Foods
- The Fresh Market
- Trader Joe’s
- Sprouts Farmers Market
Walter Robb, co-CEO of Whole Foods, said during an earnings call, “By any measure the audit had a significant impact on our sales. Trust was broken and has to be rebuilt.” Smart. Brands with high engagement are six times more likely to be given the benefit of the doubt by consumers in uncertain circumstances – just like the one here. So it might have just come down to showing some contrition and taking care of the problem.
But co-founder and co-CEO John Mackey apparently saw it differently. He said, “We don’t think our track record is any different from any other supermarket. These were inadvertent errors. It went viral in the media and we feel we were victims.”
Which kind of breaks another couple of rules of brand engagement: “Never disdain differentiation and/or compare your brand to everyone else,” and “Try real hard not to blame your customers for your mistakes!”