Whole Foods Market Reputation for high prices for high prices?

So whole foods is opening more stores in suburban areas. I am doing a project on them and I need to recommend what they should do in order to be more appealing to the suburban market. they are already offering promotions and discounts to keep this target market from going to competitor stores so what is another way that they could get rid of their reputation for having high prices?

Lower their prices. Seriously.

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I shop at Shop-Rite or Trader Joes because Whole Foods is just too damn expensive.