Several weeks ago Whole Foods Annapolis switched from cookies baked daily from scratch to awful cookies from frozen packaged dough.
The from scratch cookies had a pleasing balance of crunchy and chewy texture, unmistakably fresh flavor from choice ingredients and just the right amount of caramelization from careful baking. The chocolate was in chunks, and they had the right proportion of large pieces of fresh nuts. They had a loyal following and usually sold out by the end of the day.
I and many others complained when they were replaced with cookies lacking that texture and crumb, tasting of processed ingredients with typical factory chololate chips and stale little bits of nuts. We were told that a "corporate person" had visited the bakery and directed that the cookies must be made from packaged frozen dough, as is done at all other Whole Foods stores. The goal, we were told, was regional uniformity.
The merits of regional uniformity aside, the better decision would have been to promote "from scratch" cookie baking at other Whole Foods markets. I'm sure DC metro and Baltimore Whole Foods customers would prefer from scratch cookies, and if 79 cents isn't a fair and sustainable price at which Whole Foods can offer them, I'm certain that I and others would gladly pay more for better cookies.
If you agree, please email Whole Foods corporate offices at:
I received no reply to an email I sent last month, and the staff of the Annapolis store has fielded lots of complaints. Their corporate decision makers obviously need to hear more.
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