While it's common knowledge that shopping at Whole Foods Market - jokingly referred to as "Whole Paycheck" - isn't exactly ideal for those on a tight budget, a new survey shows just how much more customers are paying to shop there as opposed to heading to their regional grocery store. Wolfe Research, a New York investment firm, recently conducted a study which compared the cost of groceries from Whole Foods to the exact same items from regional grocery stores HEB in Houston, Mariano's in Chicago and Wegmans near Washington, DC.