Inside Trader Joe’s
Posted on September 24th, 2010 by steve
‘Even in the early days, Trader Joe’s appeal was its narrow but zany selection and loyal customers’
Fortune takes a look at the Secret World of Trader Joe’s. How it works and how they’re trying to stay small.
The formula doesn’t always work. Back in the 1990s, TJ founder Joe Coulombe purchased one of my favorite food places: the Bay Area Petrini’s grocery chain, only to make changes that confused customers. Since the store was a full size supermarket, the odd ‘less is more,’ Trader Joe’s approach – which resulted in less merchandise and a drastic change in shopping experience – alienated regulars. Petrini’s changed hands one more time and was gone by 1999.
Photo of a reusable TJ shopping tote by mehallo
