All of the news sites say Brian wants to take Target back to its domestics and home furnishings roots and get Target's name and image back, instead of the grocery path it wandered down.
This is good news. Big box retailers will NOT compete with real supermarkets and ever become a place people will do the majority of their food shopping & it's crazy to try.
The only way this experiment could succeed is the way Walmart did it - open REAL supermarkets ("Neighborhood Market") & staff it with people who are hired to work in a supermarket.
Actually, pfresh has been a pretty solid success for Spot. My store does especially brisk business in our market section, to the point that grocery is the second highest sales department in the store, behind only the entirety of softlines.
The margins aren't terrible, and it also acts as a traffic driver.
I'd suggest checking your store fact sheet.