365: A Whole Foods Spinoff for the Millennial Mind-Set

365 by Whole Foods Market, a more affordable spinoff of the grocer often referred to as Whole Paycheck, opened last week in the groovy Los Angeles neighborhood of Silver Lake. The store, the first of nineteen in development, was designed to appeal if not to actual millennials (whose moms still do most of the shopping) then to those whom one 365 employee described to me as sharing a “millennial mind-set.” On opening day, the guy directing traffic in the extremely crowded parking lot seemed to have it: he was eating a peach with one hand and with the other pointing vaguely in the direction of no open spots. Before the door was a d.j. tent, printed with the phrase “Do Something Delicious Every Day”: low-stakes activism, cozy self-indulgence, a habit for living. A pair of Zuckerberg look-alikes with a wheely bag. A young woman in a pickup truck made twenty years before she was born. The viral video “Whole Foods Parking Lot” begs for reprise.