Trader Joes – Finally!

By Anita Garner

Our little town is one of a string of small towns in this part of Northern California that together have finally come up with the magic formula to cause a Trader Joe’s to open  nearby.  That statement, of course, has nothing to do with the way these deals really happen.   There was intense lobbying from both sides and parking studies and all kinds of rigmarole involved, but we TJ’s fans don’t care, just so the danged store opens as planned in August.

A friend of mine worked in development for a nearby city that pined for its own Trader Joe’s.  The board she reported to kept asking her, “Can’t you get us a Trader Joe’s?” and since she’d tried many times, she knew the answer, which was “We don’t fit their expansion profile.”

Yet many in my community didn’t want the store, complained about what it will do to traffic patterns, etc.  While checking online to find the actual opening date, I encountered a website loaded with comments for and against TJ’s coming to this area, with some commenters asking, “What’s the big deal?  It’s  just another grocery store.”

Answers are plentiful at a TJ’s fan site.  Yes, here’s a grocery store with its own fan site, devoted solely to loving all things Trader Joe’s.

I don’t know why I feel the way I do about them. When I lived near one of the stores in Southern California, I wasn’t there every week, and it’s true they don’t always have the same things in stock trip after trip.  If that’s what you require from your grocery store, you and TJ’s may not be a match.

A shopping trip to Trader’s is much more of a grab bag (awful wordplay – I apologize) where we make a list based on ads (their Fearless Flyer and their radio ads are fun) or our particular needs, and then end up wandering the aisles finding cleverly packaged, well-displayed stuff we never knew we wanted.  Yes, it’s the way many grocery stores entice us, but with TJ’s distinctly, deceptively laid-back spirit.

While all the comments online about our new store aren’t positive, many of them express the same kind of odd loyalty I feel toward this company.  Without blinders, with full knowledge that much of their success is in the marketing of their “brand”  (and their store brands) still I have never been disappointed with their merchandise and certainly not with the entire shopping experience.

Parking?  That’s another subject for another time. The opening of a Trader’s will turn a too-small lot into an exercise in patience.

But for now, I’m glad they’ve overcome all hurdles tossed at them and I’m happy the welcome mat is out.   I’ll be in one of those cars looking for a parking spot.

Ó Anita Garner 2009

Trader Joe’s Fearless Flyer

By Anita Garner

Love the artwork

I’m embarrassed to admit how much I miss receiving Trader Joe’s Fearless Flyer in the mail. I live in a small town in Marin County, California a bit too far away from my nearest Trader Joe’s. Once in a while I make a trip to the nearest store, but living outside their neighborhood means they don’t mail me their periodic “Fearless Flyer.” After spending decades living in southern California, close to Trader’s, this has been a serious adjustment. Here’s how the company describes their mailer:

“The Fearless Flyer has been likened to a cross between Consumer Reports and Mad Magazine. We’re not sure who said that, but we think they pretty much got it right. The Fearless Flyer is kind of like a newsletter, a catalog and a bit of a comic book all at the same time. It’s our chance to give you loads of interesting (hopefully) information about our products. And along the way, we like to toss in some witty (we try) tidbits and even a few old-fashioned cartoons.” Trader Joe’s ® 2008

There’s a rumor that a new store will open next year within five minutes of my house. The very best part is that  I will be back on the Fearless Flyer mailing list.  A  nearby Trader’s is gift enough to start a new year. Sounding a bit over the top, you think? Not at all. I like food. I like to cook. I like saving money on what I cook.

I also enjoy good writing and respect smart marketing. I spent years working in advertising and Trader’s gets five stars from me in all those areas. I’ve seldom (if ever) seen a case of marketing strategy so well matched with in-store follow-through, seldom have I seen a case of advertising that is this clever and straightforward and entertaining and – yes – absolutely true.

If you don’t yet know about Trader Joe’s, I hope one will soon open in your area, because after it does, you’ll likely plan your grocery shopping around it. And now in a completely unsolicited final plug, here’s a link to their website.  Click the logo to go to their website.

Counting down to the announcement of the official opening date of my new Trader Joe’s, here’s my pledge: I will never take you for granted again.

******