Seems weird on the surface, but in reality it's image advertising. The company seems like it's one big test market with all the crap they fling against the wall, but based on my observations there may be a method to the madness.
What it appears they are trying to do with all this stuff is to create a premium brand that's a trendy pick where they can get consumers to pay a premium price for their goods....much in the same way Target has positioned itself against Walmart. It's definitely turning into a grocery store for women, and with the way women will spend on themselves, a few bucks more for groceries isn't squat. And they've been chewing up most everyone that isn't Walmart/Target along the way.
I'm trying to figure out if they're really that astute or if management is that much of a cluster****. The Market Grilles cost a ton of money and were a colossal failure. But on the other hand, it wouldn't surprise me if they were a national brand in 20 more years.