Grocery chain Kroger is creating a spin off brand to bring in the Millennial consumer. Main & Vine was created with young consumers’ food attitudes in mind, and experiments with “[f]resh foods, healthy eating, [and] pre-made meals.” The financial limitations of the generation were also kept in mind, so they’ll reportedly offer “better deals than other gourmet grocers might be able to deliver.” The chain has utilized data-mining to turn their pricing into a science: “There's a lot of psychographic data, market demographic data…point of sale data…and they are able to find the right price, and the right amount of product, and the right shelf height.” (Marketplace)
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