Liz Dunn

Now those mid-priced grocers like Kroger's or Stop and Shop or Albertson's, they're really losing share to discounters.

So Walmart sells about a quarter of the groceries in America today.

Costco, Aldi, Dollar General, all of those discounters are really growing as people are willing to sacrifice money.

name brand groceries or having a deli counter or maybe a larger selection for really, really deep value.

And then the other end of the V is the very premium end of the market.

I'm thinking about places like Erewhon.

Are you familiar with Erewhon?

I sure am.

Never been in one, but I know what it is.

And Erewhon says it's going to be expanding into as many as 20 cities in the coming years.

Not quite as high end as Erewhon, but also in the more premium space.

There's brands like Sprouts, which is a natural foods grocer, which is also really expanding rapidly.

And so that's sort of the other end of this V where you see people seeking really deep discounts on one end and then on the other end of the spectrum splurging on sort of high end premium grocery categories.

What I mean by this is that, I mean, listen, it's not new that people choose where they eat in part based on the Instagram ability or they're taking pictures of their food or pictures of the interiors.

But.

I was really shocked to see a recent trend report released by the online bookings platform OpenTable, which had a little tidbit that I just thought was staggering.

77% of Gen Zers and 79% of millennials said that they consider a restaurant's Instagram or TikTok worthiness when deciding whether to eat there.

That's a lot.

Yes, it is.

That's a big factor in the decision making.