Photo by joebardi23 on Flickr.A little over a year ago, I purchased two reusable shopping bags from Kroger. This was right before they became the obligatory enviro-cool-thing-to-have, and I chose Kroger because:
1. The color was blue, not green, and I'm not out to make a statement -- they simply hold way more than plastic bags and don't rip.
2. They were ninety nine cents when Publix and Whole Foods were selling their fancy green bags for $3 or more.
A surprising thing happened today. I was checking out at the Publix on Ponce/Highland and a manager came to me with an offer. He cheerfully asked if I'd be willing to exchange my Kroger bag for two Publix bags, at no cost. I gladly accepted and asked him what he would do with the competitor's bag. "Destroy it," he said, with a wink and smile.
I've been a regular Publix customer since I moved to Florida over ten years ago, and today's event once again solidified what a brand is really about. Strip away the "branding" -- the logo and pretty designs (which were amazingly redone just a couple years ago) -- and you're left with a company that is deadly focused. They lack the we-have-it-all vibe of a Kroger or Albertson's, and they don't give you their best price only if you have a cheesy Member Reward card. What Publix offers is a limited selection of the good stuff you need, and their stores are small and easy to navigate. Combined with warm, personal service and you have a place "Where shopping really is a pleasure."
-a
