In 2018, Publix opened the first GreenWise Market store with currently seven operating in Florida and an eighth in Birmingham, AL, opened in 2019. GreenWise stores average 25,000 square feet in extent and feature prepared foods, organic and specialty items appealing to health-conscious, affluent consumers.

Studies have shown that customers spend more time on average in GreenWise stores than in conventional Publix stores, although the company has not released data on dollar sales per square foot, an important metric.  Despite the apparent success of the small-format GreenWise stores, Publix is apparently not expanding the concept and in fact, closed stores in Georgia and South Carolina.