The grocery channel is in a fierce battle for market share with Walmart and Kroger duking it out at the top and upscale chains trying to find a way to compete. Whole Foods has found one approach with its series of Supper Clubs, limited-seating events in Miami, New York and Paso Robles run in conjunction with Kerry Diamond’s all-women media firm, CherryBombe. The $100 dinner event is a conversation about food and culture; so, it sounds kind of like a female-led TED event. Oh, and did I mention, the products are sold at Whole Foods. For retailers trying to find an immersive—OK, I hate that word—experience—OK, I hate that one even more—this is an approach that has a rather nice model to it. So many promotions are irrelevant and have nothing to do with what the store sells. We don’t know how these events convert into check-out lane receipts, but maybe that’s beside the point. Whole Foods has made an emotional connection with shoppers, and you can’t put a price tag on that.