If the food itself is better just by paying for a sticker, then it becomes a price issue; and Whole Foods share prices continue to languish.
They may get worse. An analyst for the stock commissioned a survey and customers said they did not notice any price changes, even after Whole Foods lowered prices.
Only 24% of Whole Foods customers now think the higher prices are worth it. That can't be a good thing. The analyst changed their rating on the stock to 'sell.'