Target CEO Brian Cornell said on Tuesday that the company plans to transition "from grocery, which is transactional, to food, which is more personal and inspirational." This new approach will be tested this summer in Chicago, where the plan is serving as a pilot for the chain's new strategy.
Cornell also said that customers are telling Target that they are "looking for us to deliver a specialized assortment that is more natural, organic and gluten-free, with more localization and personalization... all merchandised in a more inspirational way."
(Editor's note: So, in other words, Target customers want a Whole Foods store.)
Cornell pointed out that food will not become one of the store's signature categories, but said that the company doesn't plan to minimize its commitment to food, which represents about 20% of the overall business.