Whole Foods prices are so notoriously high, some customers refer to the store as “Whole Paycheck.”

The Austin-based chain, however, is trying to shake that image.

The Wall Street Journal reports investors are pressuring executives to lower their prices, which could also lead to other changes.

Experts say you should expect fewer quirky local items on the shelves. They also tell consumers to expect less variety, because the company would have to ship to a more centralized operation to cut costs instead of letting regional stores make their own decisions.