From the Tampa Bay Business Journal:
"Publix Super Markets Inc. will once again phase out its GreenWise Market banner — less than five years after reintroducing the concept."
According to the story, Publix has confirmed that the eight Greenwise stores it currently operates will be transitioned back to the Publix banner.
According to the Journal, " The GreenWise stores are much smaller than traditional Publix stores and have an emphasis on organic and specialty items as well as prepared and made-to-order foods … Publix first rolled out GreenWise in the early aughts but built only three stores, including one in Tampa’s Hyde Park neighborhood. The grocer debuted a reinvented GreenWise Market in Tallahassee in October 2018. That version of the concept had no traces of the Publix brand or name, save for a splash of signature Publix green on exterior signage. Even the chain’s Pub subs, which have a cult following, were conspicuously absent from the first GreenWise Market.
"By the time the company debuted the new GreenWise in Tampa, on the ground floor of Water Street Tampa apartment tower Heron in 2021, it had added Publix back to the store’s name."
The story notes that "the company plans to implement some GreenWise Market features into its traditional stores. Its newly redeveloped location on Gandy Boulevard, for example, features Publix Pours, a bar serving craft beer, wine, coffee, tea and cold brew."
- KC's View:
I would guess that the GreenWise banner just wasn't getting it done to the degree that Publix wanted it to, and also was a cost because the marketing materials had to be unique to the format. I don't know if this was a creative decision or an economic judgement, but I'd guess more the latter.