LOS ANGELES – As an industry, grocery stores have traditionally tailored their offerings to white suburbanites. Now, supermarkets are attempting to reinvent themselves to capture the younger generation, The Atlantic’s City Lab reports. Supermarkets have been trying to figure out how to change their image and clientele.

The most popular supermarket brands, such as Whole Foods and Trader Joe’s, are ones totally different from traditional chains. “If you think about the history of the supermarket as an economic and cultural institution, it's always kind of catered toward the suburbanites, the car owners,” said Benjamin Davison, who’s working on a book about the history of grocery stores. “If you think about urban living, the supermarket isn’t part of that. And the industry consciously built itself that way.”

Grocery stores used to be near or connected to gasoline stations, grabbing clients who had cars and then moving on to suburbs where the people were. Today, however, millennials have a more diverse ethnic and racial background, and many live in cities. “So how does a food retail industry, which has always configured itself to people living outside the city, orient itself to people who stay in the city?” Davison said.

Some retailers have gone the route of opening smaller venues in cities, while others have embraced online ordering and delivery. However, Davison recommended supermarkets consider an entirely different business model altogether—one that specifically targets millennials.