Grocery stores are gaining cult followings. Brandoms go beyond fast food and fashion labels, as young consumers increasingly identify themselves by the places that spur childhood nostalgia, and literally put food on their tables. Wegmans and Whole Foods have both experimented with “grocerants” and Publix has a sweatshirt. But young consumers are more likely connecting with them based on “context”—because being a “Trader Joe’s person” is different than stanning a Wawa sub. (Eater)
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