. Consumers are increasingly gravitating towards customizable foods, beverages, and dietary solutions such as plant-based or gluten-free. Unsurprisingly, U.S. supermarkets offering natural and gourmet foods generated 46.23 billion in 2018 (Supermarket Sales in the United States From 2013 to 2018, 2020). Sprouts Farmers Market’s purpose is to make healthy foods accessible to everyone (Sprouts Farmers Market, 2020) while providing a distinctive assortment of healthier products. The senior management team of Sprouts, Grand Junction, CO location, have ascertained sales of ready to go meals have declined for no apparent reason. This project investigates the factors contributing to the declining favorability of ready to go meals of loyalty reward members in the Grand Junction, CO region. Situation Analysis/SWOT Analysis Sprouts Farmers Market is one of the top ten health food supermarkets in the U.S. (Kogler, C., 2016). A situation analysis divulges the grocery chain has 356 stores in 23 states, expanding new stores in existing and adjacent markets. The product mix comprises 2,400 products, perishable, and nonperishable, including its organic signature brand product of ready-to-go meals (Sprouts Farmers Market, 2020). The top competitors include Publix, Kroger, Whole Foods Market, Raley’s, and The Fresh Market (Sprouts Farmers Market, 2020). The SWOT analysis reveals the firm’s Strengths include, brand portfolio, free cash flow, skilled workforce, and dependable vendor network. The Weaknesses reveal limiting expansion in adjacent product segments, product forecasting, and brand marketing. The grocery chain Opportunities comprises new store expansion, wider product range, and reach into adjacent
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