Whole Food shoppers everywhere will soon be able to rejoice as the organic food chain is opening up more affordable stores.

The new chain will cost less to operate, but be “hip, cool, and technology-oriented,” CEO John Mackey said.

“We’ve been so successful that we’ve actually bred a lot more competition and everyone is jumping on the natural and organic food bandwagon, and that’s really, frankly, due to our success,”

“You have to be willing to evolve with the marketplace … to serve your customers.” The idea is to stock cheaper goods that will attract cost-conscious buyers, while maintaining the company’s quality standards.

No word yet on the name of the new chain or when they will begin to build  There will be an update on the new project in September 2015.