I was a 30-year customer of Hy-Vee until a few years ago. They were never the cheapest, but the differential was reasonable for the speedy checkout and good service.
The remodeled stores are too big. The typical Hy-Vee customer in the Midwest does not need a Starbucks, let alone a full-service bar in the store. The old delis and sit-down areas with self-serve drinks were perfect for a quick meal. You don't have to be a math major to understand that the fuel-saver card is a gimmick and not worth overpaying for everything else in the store.
The Mark Wahlberg marketing is just bizarre and appeals to nobody.
I'm truly sorry to all the hardworking Hy-Vee employees that will be hurt by the mismanagement of this company.