Is Whole Foods a "Status Symbol"?

Last night, my wife and I took a stroll around the neighborhood. It was a warm, beautiful night and we marveled at the number of people who were out and about, enjoying the first real taste of summer, eating frozen yogurt from Froyo, crossing the street with shopping bags from Bloomingdale's, Chico's, and Border's and some running across the street to catch the latest movie at Mazza Gallerie.

We were more curious about our new, high profile neighbor, Whole Foods.

Whole Foods Market, whose presence has been whispered about for the past two years, is finally opening in May. The stunning main entrance will be located on Willard Avenue (Across from Lia's and Panera Bread) and is one of the main anchor stores within the Wisconsin Place development which also houses Microsoft's corporate headquarters and the new high rise rental apartments.

As we looked through the front windows (we noticed several had strategically been left uncovered to tempt our curiosity), we saw a huge underground store with lights hanging from the ceiling like a NYC loft; complete with a large eat-in cafe with booths and shelves that were already stocked with many of the goodie's we have come to expect from Whole Foods.

As I sit here, contemplating the universe, my question is this: now that we (Friendship Heights) have our own neighborhood Whole Foods, have we "arrived." What I mean is that, as far as the attractiveness of our neighborhood is concerned, does it bode well for us that Whole Foods has chosen to "grace" us with their newest store.

It used to be that, if you had a Starbucks in your neighborhood and carried the Starbucks Cup (label side out of course) it indicated that you were somehow hip and were given the "seal of coolness."

When you passed by other people carrying a Starbucks Coffee, there was almost an unstated understanding that you belonged to an elite club, as if you both recognized that you were somehow "above it all" by possessing your cup of overpriced joe.

Is it the same for Whole Foods? Is Whole Foods a Status Symbol? If yes, should it be? After all, it is only a grocery store. Is there some reason that if you shop at Whole Foods you are a better person somehow? Are you better than the lowly mortals (like myself) who shop at Giant or Safeway, or even Trader Joe's where prices are much lower and selection for many items is much better?

Perhaps because Whole Foods is so expensive, people feel that there products are somehow better. Or maybe, because the people who shop there can "afford" to pay more for everything, they feel they are somehow better than their neighbor? What do you think? Am I wrong to think this way?

Isn't it funny how we unconsciously value ourselves these days based upon where we shop and what we affiliate with rather than our personal character and relationships?

Don't get me wrong, I love Whole Foods and am thrilled that they are moving into our neighborhood. The new store should provide jobs to local residents and improve our local economy. It may also help keep our local property values high and even, in some cases, help to increase the property values. And, like Starbucks, it is hard to dispute the overall positive effect that having a Whole Foods nearby has on the neighborhood. Plus, I love their fresh fish and they always have the best fresh flowers!

Yet another reason to love Friendship Heights/Chevy Chase!