inStorebuyer - October 2011 - (Page 37)

Trading FOR DOLLARS Trader Joe’s understands tradeoffs: By limiting variety, the innovative grocer brings value meals and unusual sweet baked goods to the masses. by John Unrein “Trader Joe’s isn’t everything: It’s not great for ingredients. It’s not great for variety. But it’s good at giving you a few quick meals, cheaply.” A Yelp.com post on Sept. 18, 2011, days after Trader Joe’s opened its first store in Chicago’s South Loop neighborhood For 44 years, the fastest-growing grocery operator in the nation has stayed out of two of the four most populous U.S. states. But that is about to change. Trader Joe’s, with 367 stores and counting, is preparing to open its first Florida location (in Naples) by year’s end. Earlier this year, the company announced plans to enter Texas for the first time soon, with an undisclosed location in north Texas. Speculation has centered on several sites in Dallas or Fort Worth. Recently, the innovative retailer unveiled two stores on the same day in the Kansas City marketplace – one in the swanky suburb of Leawood, KS, and the other within a wellestablished shopping mall in Kansas City, MO. A trip inside the Kansas City Trader Joe’s unveiled scores of unique sweet baked goods: Flourless Chocolate Cake, Old-Fashioned Donut O’s, Quintessential Berry Crumb Pie, Rockin’ Chocolate Chip Fudge Cake, and Mini Vanilla Bean Cupcakes. For the deli shopper, items like Turkey and Swiss on a Pretzel Roll and Vegetable Tempura Sushi Rolls with Brown Rice tantalized the taste buds. Crowds gathered as early as 3 a.m. prior to the Kansas City store openings. Trader Joe’s fans are so passionate about the chain that several thousand people in Louisville launched a Facebook push to convince Trader Joe’s to open a new store in their hometown. It apparently worked. Louisville is now one of five cities listed on Trader Joe’s website under the section, “Coming Soon.” The highly secretive company won’t reveal anything further and doesn’t discuss its marketing and merchandising strategies. What is telling about Trader Joe’s, though, is how the company is responding in the current economy. It | inStorebuyer | October 2011 | 37 | http://www.Yelp.com

Table of Contents for the Digital Edition of inStorebuyer - October 2011

inStorebuyer - October 2011
editor’s note - How to Energize Your Instore
Contents
New Stop & Shop Features Deli Kiosks
Kroger Commits to Breast Cancer Awareness
Dawn Busy Bakery - Brownie Trends
Dawn Busy Bakery - Brownie Facts
BJ’s Wholesale Opens in Massachusetts
More Mediterranean on Menus
Stratas Foods names Daniels VP of R&D
Price Chopper Launches Shops4U
Dawn 360 - The Donut Opportunity
Sam’s Club Reinvents Brands
Sobeys to Supply Target Canada
Hy-Vee Helps Launch Healthiest State Initiative
FMI Joins Family Day Campaign
Hispanic Trends
Signature Sandwiches
Yeast Donuts on the Rise
Deli Meats Decrease Overall Contribution
Energize & Engage
Trading for Dollars
Meat Slicers Offer Innovative Opportunities
Shoppers Prioritize Portion Control
"Raw" Milk
Product Trends
Product Showcase
Ad Index
Secret Mission

inStorebuyer - October 2011