Speaking on the firm’s Q2, 2015 earnings call, Cornell said: “As we think about the food reinvention, a lot of this is going to be driven by making sure we have locally relevant brands.”
However, the big focus will be on wellness, he said: “Through guest research, we already know we need to be more clearly highlighting wellness in our food offering through both assortment and the information we provide.
“We know we have an opportunity to provide fresh healthy options and more relevant and localized assortments as our guests are responding to the healthy choices we're offering today. Within food our market share in wellness is already double our food share overall and this quarter we continue to see double-digit sales growth in these important categories.
“This clearly shows that our guests are already responding when we enhance assortment of natural, organic and better-for-you items in our stores. As a result in the third quarter we'll continue to expand our wellness assortment in food with new food items in our Made to Matter collection and nearly 50 new items across six categories in our [private label] Simply Balanced brand.”
Target is also exploring ways to “elevate our food presentation and experience”, added Cornell, who said bosses were also working hard to address availability issues, adding that "in stocks in our stores have been unacceptable so far this year... And our guests deserve better."
Read more about Target’s food reinvention plan below:
In the second quarter, Minneapolis-based Target posted net earnings of $753m on sales up 2.8% to $17.42bn.