Rather than compete with Wal-Mart on price, Kroger-owned Fry's Marketplace is expanding into new product categories, such as housewares, linens and office furniture, which are merchandised in distinct consumer "mindset zones" rather than in traditional aisle layouts. The zones are:
- Living Mindset: Comfortable, casual, homey, welcoming, unpretentious
- Health Mindset: Familiar, friendly, bright, clean, sensible, trustworthy
- Value Mindset: Warehouse, utilitarian aesthetic, bright linear lighting, monolithic, monochromatic, uniform, economical, reliable
