Whole Foods Market's Share On The Rise Amid Optimism At Morgan Stanley

In a note released earlier today, Morgan Stanley analyst, Vincent Sinisi reviewed Whole Foods Market, Inc.'s

fourth quarter earnings. His take, The company had a "strong" finish in fiscal 2014 and is poised to have a "strong" start in 2015. Amid the note, shares of Whole Foods have rocketed up over eight percent in Thursday's pre-market session. Sinisi commented, We wee upside to '15 guidance and forecast a 2H re-acceleration as investments in new stores, remodels, pricing, technology, loyalty, and advertising flow to the top and bottom line." In the note, Sinisi reiterated his Overweight rating and $50 price target. Looking to 2015, Sinsi is estimating an EPS of $1.77 which is above both consensus and guidance and implies 12 percent growth in 2015. There after, Sinisi is predicting 15+ percent EPS growth. While other retailers can sell nat/org products, the WFM experience remains unparalleled." To maintain its leading position, Whole Foods has rolled out a number of initiatives to improve the shopper's experience and thus, loyalty. These initiatives include: expansion of the affinity card program, a partnership with Instacart, and a national brand campaign. Additionally, Apple Pay was introduced during the quarter.