Brandon Collins: Assignment Four

When talking about consumerism, I thought the differences between the Kroger at Ponce and Boulevard and the Kroger near Peachtree and 19th Street were perfect examples of how business cater to certain customers, and neglect others depending on location. In Buckhead, the Kroger is modern, and has the look and feel of a loft. In fact, the pharmacy and other toiletries are located on an upper level of the store. The bakery, deli,and frozen food sections are clearly marked with bright neon signs on top of indistrial materials, like metal and pipe. The aisles are high, and organized with signage in muted, earthier tones.

In comparison, the Kroger on Ponce seems to have been forgotten. From the outside, the building has been updated. Less than a year ago, it was an all-white building with tarnished eaves and skylights, but the original location of the Kroger logo can still be seen in the brick to the far left. However, the interior of the store remains unchanged. The aisles are very low, as can be seen in the picture of the toiletries aisle. Unlike the Buckhead location, the different departments are labeled with outdated signs in pastel colors, which is reminicent of the early 1990's, and those colors are also used in the flooring tiles. In the deli, there is a small eating area, which has been blocked off because Kroger did away with them years ago. I haven't seen one in use for well over ten years, and this one appears to be used for some kind of storage.