Consuming health and quality food on a day-to-day basis has become more of a priority for Americans. Recent studies regarding the health implications of fast food restaurants and soda have caused a variety of new health conscious players to enter the market. One of the dominant competitors within the industry is Whole Foods. This company has expanded rapidly over the past few years, while snatching market share from established companies like McDonalds, Burger King, and Wendy’s. The wide array of food options available within Whole Foods’ stores have made them more attractive to consumers. Marketing techniques, store design, and the food chain’s healthy culture have increased its brand loyalty. Shoppers value the products and the methodology in which Whole Foods’ does business. This in turn makes it ten times harder for a competitor to imitate the chain.