with a lot of little touches that are made for
Instagram, like some of the foods in the pre-
Publix arranged the store in zones includ-
ing Care ;vitamins, nutrition products, aro-
matherapy and body care;; Cuts ;meat and
seafood, including specialties such as store-
made sausage and seasoned bacon;; Eats
;deli and prepared foods;; Pours ;craft beers
and tap wines, locally roasted co;ees, kom-
bucha, acai bowls and smoothies;; and Finds
;specialty departments such as cheeses,
olives, wines, imported specialty items and
other items for entertaining, including wine
and beer;. Customers can relax in a mezza-
nine lounge or take a drink to shop—carts are
out;tted with cupholders.
Other than carrying its namesake brand,
Green Wise private brands can also be found
at Publix stores; the store makes no overt
e;ort to promote an association with its par-
ent, which is another change from the previ-
ous versions known formally as Publix Green-
Wise Markets. The Eats section, for example,
makes artisan sandwiches but doesn’t o;er
its sister’s famous Pub Subs.
Publix, which built a reputation for service
at its namesake supermarkets, has a somewhat di;erent interpretation at Green Wise,
encouraging workers to share their knowledge of, and enthusiasm for, the items they
sell—and dress in black tops and blue jeans.
A loyalty rewards program allows shoppers to designate a favorite charity to bene;t
on every store visit; shoppers check in and
receive personalized o;ers while providing
the company with data on trends.
Though early reviews on online sites such
as Yelp have been overwhelmingly positive,
Publix will keep a close eye on what works at
the store as additional sites roll out.
“The goal of the store is to evolve with cus-
tomers,” Maria Brous, a spokeswoman for
Publix, told the Tampa Bay Business Journal.
“So it will give us real-time information that
we can share. There’s an always an oppor-
tunity for things you learn in one store to be
transferred to another, and this really is a
Even the traditional sales ;yer got a rad-
ical, millennial friendly redesign at Green-
Wise. A recent issue featured a stark blowup
of asparagus stalks as though rendered
through Instagram’s “Moon” ;ilter, plus
splashes of lavender on black and white.
Publix has announced nine planned locations for new Green Wise stores in addition
to the Tallahassee debut. Thompson says
announced sites share some demographic
characteristics—notably income in surrounding areas—with their specialty competitors. But so far, they do not appear as though
they would share customers.
“In addition to a similar-sized footprint,
the known GreenWise pipeline’s average
household income is consistent with Trader
Joe’s, Sprouts and ;The Fresh Market’s; at
;;;,;;;. However, when you look at the
Green Wise development pipeline, these
banners are nearly absent from the ;-mile
competitive landscape, with only four competitive stores within ; miles of the entire
pipeline,” Thompson said. “What you do
see is ;; Publix locations in total surrounding these new stores.”
ABOVE A new
approach to service
calls for workers to
share their knowledge.
LEF T Body care,
are merchandised in
the Care section.
Craft beers can be
enjoyed in the lounge,
shopped for in the Finds
section or taken in the cart
to sip while shopping.
It doesn’t feel
like a Publix. It
feels like its own
Tampa Bay Business Journal