More generally, the evolution of the market in Saint Paul (which is at least roughly similar to Milwaukee) supports the idea that Whole Foods won’t seriously damage the Outpost, and might even help it by raising demand. About five years after Whole Foods’ arrival the local co-op opened an additional, much-larger location due to increased demand. Although that decision nearly turned out to be a disaster due to poor execution, my understanding is that demand has continued to grow, and in any event both co-op locations still appear to be going strong.