What once differentiated Whole Foods Market from its competition in the ultracompetitive grocery business – a focus on organic foods and a healthy lifestyle – will no longer separate it from the rest of the pack, writes Natalie Kostelni for the Philadelphia Business Journal.

After all, customers can now buy hormone-free chicken breast, cage-free eggs, and organic fruit from any grocery store.

Whole Foods Market, therefore, has shifted its focus to the shopping experience.

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“It’s all about the experience,” said Rachael Dean Wilson, a Whole Foods spokeswoman.

A new, 50,000-square-foot store opened this morning in Exton, and it includes expanded dining areas where diners can order craft beer, wine, and tequila. There’s also an expansive roof-top lounge with a fire pit that will be open seasonally, as well as a café area in the front of the store.

Whole Foods is also championing its variety of locally-sourced products. The Exton store boasts 75 local supplier products, including chocolate, candles, honey, wooden cutting boards, and jewelry, as well as t-shirts.

Click here to read more about the new Whole Foods Market in Exton in the Philadelphia Business Journal.

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