Love for Trader Joe’s

This must be a marketer’s dream. I am spending hours voluntarily to proclaim my love for a grocery store.

It all started some time last year. Previously I rarely went to Trader Joe’s because there wasn’t one close to where I lived. Then I discovered a store I could get to fairly easily, and have become a regular customer since.

Trader Joe’s near Hillsdale Shopping Center

Trader Joe’s is remarkable for its ever-changing low-priced and high-quality products. It has a strong all-natural and organic focus, but without the pretense of Whole Foods. There are many easy-to-prepare items for quick meals too.

Latkes (potato pancakes) with yogurt sauces, ready after 15 minutes in the oven

Since I enjoy grocery shopping so much, every trip to Trader Joe’s is an excursion for me. The store does a great job catering to special diets, and as a vegetarian, I never run out of things to try. From pantry staples to more obscure items like vegetarian meatballs, Trader Joe’s can meet most of my needs.

I think Trader Joe’s is strongest in its bread and nuts selections. I highly recommend its rustic, slightly sour Pain Pascal Organic Demi Miche French bread, one of the best breads I’ve ever had. It is delicious for soup-dipping, sandwiches, or by itself. When I don’t feel like eating wheat, I can choose from the mind-boggling variety of wheat-free bread on the shelves.

Vegan French toast with sliced banana and almonds made with Demi Miche bread

You also get the best bargain for nuts, especially if they are grown in the US such as almonds, walnuts, and pecans. They are as fresh as those at farmers’ markets, but cheaper. I love snacking on its organic California almonds.

I have to keep myself from the snacks section though. Hundreds of products from chips, crackers, to cookies scream “Buy me!” when I walk through the snack aisles. More often than not I succumbed to the temptation. My junk food consumption has gone up exponentially since I started going to Trader Joe’s.

One of the many Trader Joe’s snacks I’ve tried: root vegetable chips

If I were to name Trader Joe’s downside, it’d be its fresh produce. While the quality of the produce is decent, I continue to get mine from farmers’ markets (there’s no reason not to given California’s bounty!). Not surprisingly, many of its sugary snacks and desserts are too sweet for my taste.

But I bet you’ll agree that Trader Joe’s greatest asset is its people. I’ve rarely seen customer-facing employees as fun and enthusiastic as those at Trader Joe’s (well, except Southwest/JetBlue perhaps). They seem to care about their customers genuinely and they show it consistently.

The fun atmosphere permeates the store, making grocery shopping there a unique experience. Think about value creation – Trader Joe’s does it incredibly well.

Did I mention the top-notch copywriting in its Fearless Flyer ? The copy is offbeat, personable, yet powerful and persuasive. The flyer has little graphics so the copy does all the heavy-lifting work. Whenever a new flyer comes out, I read it cover to cover to learn the style. No doubt I end up buying more at the store as a result.

Now I find myself going into a Trader Joe’s store several times a week. (cue music) I think I’m fallin’ for you…