The remarks offered a preview into how e-commerce giant Amazon might turn around the sluggish sales of Whole Foods since announcing on Friday it would buy the company for $13.7 billion, including debt. Industry observers have said that Amazon may add a selection of discounted, non-organic food to distance the chain from its “Whole Paycheck” nickname.

Whole Foods already has a separate store, called 365, which offers private-label goods and lower prices than its typical formats. The company has needed to tread a fine line between introducing more conventional and affordable products, while maintaining the allure of a premium brand.

“That’s their dilemma,” said Roger Davidson, who oversaw Wal-Mart

The Whole Foods chief said Amazon’s technology will help the grocer transform from “class dunce” into “valedictorian.” Amazon, which made a splash last year with a checkout-free grocery store, has said it has no plans to automate the jobs of Whole Foods cashiers.

Technology is just one way Amazon stands to change Whole Foods and its culture, though.

Amazon’s focus on frugality contrasts with Whole Foods, known to have higher costs than peer grocers.

“It’s too early to talk about how benefits and compensation may synch up,” Mackey said of the topic, after jesting that Whole Foods employees will get free Amazon devices on merger day.

And Amazon has plenty to learn about bricks-and-mortar grocery.

Amazon’s Worldwide Consumer chief, Jeff Wilke, said at the town hall that Whole Foods’ healthier options helped change how people think about food. A misstatement about his breakfast, though – quinoa, blueberry “and some other vegetables” – became a joke.

“Those aren’t vegetables,” jested Mackey. “We’re learning.”