The Trader Joe’s effect
What makes Trader Joe’s stand out in San Diego
Anna Valaik / A&C Assistant Editor
“Even though we’re a chain, Trader Joe’s doesn’t feel like a regular grocery store. We’re like a toned-down vintage-nautical Whole Foods,” Mitchell Valine, a Trader Joe’s employee and a sophomore at USD, explained about what differentiates his workplace from its competitors.
Valine, and thousands of other local San Diegans, choose Trader Joe’s as their main grocery store. Any day of the week, at almost any hour of the day, one can find Trader Joe’s bustling with customers. It’s especially noticeable with the COVID restrictions as one often has to wait outside in a line just to get into the store. This cult following then begs the question; what is this Trader Joe’s culture, and why does it appear so prevalent in San Diego?
What sets TJ’s apart from other grocery stores is their friendly environment, unmatched customer service, and unique food items. From the moment you walk into the store, there is a laid-back feel created by the store’s aesthetic. Trader Joe’s features interesting artwork and creative displays in every store, and each art piece is different depending on where you go. The store is bright, beaming with colors from the fresh vegetables, fruits, and flowers.
The aisles are chock-full of frozen and pantry items, with each one given handwritten price tags and labels. The stores make sure to change their decorations with the seasons too. Right now, one would find large boxes full of pumpkins and bats hanging from the ceiling, all in anticipation for Halloween. For these reasons and more, Trader Joe’s attracts a wide variety of individuals. Moms and college students alike frequent TJ’s because the store makes this shopping experience feel enjoyable rather like a chore. Instead, it becomes a pleasant outing to pick up food and a reminder that errands can be fun, too.
Max Donahoe, a sophomore at USD and Trader Joe’s employee, notes a similar friendly feeling within the environment.
“I think Trader Joe’s created a loyal following from the system of making a commercial grocery store feel like a neighborhood market,” Donahoe said. “The store has a homey feel that everyone feels welcomed and invited.” There is nothing stuffy or pretentious about Trader Joe’s, and that is what keeps people coming back.
No shopping experience is complete at Trader Joe’s without one, but probably many, lovely interactions with the employees. When reflecting on working at Trader Joe’s, Valine and Donahoe both noted how their work environment is one that promotes hospitality and positivity.
“Right when we get hired, we learn pretty much everything there is to learn about Trader Joe’s,” Valine said. “Part of our training is learning about the store’s values, some of which include integrity and hospitality. I don’t think you can find this kind of dedication to service anywhere else really.”
Trader Joe’s cares for its employees, and in turn, the employees care deeply for their customers and making it the best possible place to shop. Donahoe’s favorite part about working at TJ’s is interacting with the patrons.
“Honestly, it’s the customers and seeing them enjoy shopping for their favorite goods at the store,” Donahoe said. “I love hearing people say it is their favorite part of their day.”
Many stores, grocery or not, rarely focus so deeply on creating such a cheerful environment for its customers, let alone employees. Trader Joe’s instills their values within employees from the moment they enter their workforce, and those values are always focused on making their space enjoyable for all. The employees are always willing to look for a certain item, do a price check, or give a great food recommendation, and they always look and sound happy doing it, even with their mask on. It’s refreshing to see people genuinely enjoy where they work and it makes coming back to Trader Joe’s even more worthwhile.
Trader Joe’s knows their customer service sets them apart. Valine said, “I always get a compliment from customers saying they feel so welcomed at the store and that they think we’re so nice.”
Trader Joe’s, without a doubt, offers the most one-of-a-kind food products out there. Mostly everything they sell is Trader Joe’s brand, giving them the freedom and ability to create what they want and what they believe their customers want. They source fresh fruits and vegetables, but where they really stand out is through their pre-made salad packages, frozen meals, and other ready-to-eat options. For those looking to shop on a budget or for those who lead a busy life, Trader Joe’s is the place to shop because they cater to those particular shoppers. For example, their frozen aisle offers vegetable mixes, protein options, and microwaveable rice. They have Meditteranean, Asian, and caesar-inspired salad packs, perfect for a quick lunch or dinner meal. Most of these options are well under $10. The budget-friendly prices are another perk. It’s so easy to walk out of Trader Joe’s with weekly essentials and only spend $40 or so. That’s almost unheard of at any other store in San Diego, a city where prices always seem inflated.
Trader Joe’s doesn’t stop there with food, though. Every month there always seems to be something new coming out. Among the crowd favorites includes everything but the bagel seasoning, cauliflower gnocchi, and joe-joe’s.Seasonal items time and time again catch people’s eyes. Valine talked about his favorite item.
“If I had to choose one, I’d go with the butternut squash mac and cheese,” Valine said. “It’s a seasonal item so we only get it in the fall. It’s life-changing.”
Donahoe went for a sweeter choice: dark chocolate covered almonds with turbinado sugar.
“This is the perfect chocolate snack bite, where you get a little bit of sweet and salty all in one,” he said.
Some other fall items people should be on the lookout for are the pumpkin pancake mix and pumpkin butter. Their seasonal items can put anyone in the mood for the upcoming season and holiday, even when it’s sunny and 75 degrees in San Diego.
My favorite items include unexpected cheddar cheese, vegetable gyoza, fig & olive crackers, frozen chocolate covered bananas, and dark chocolate peanut butter cups.
Trader Joe’s succeeds in many different aspects. They have it all: positive employees, interesting food choices, and a beautiful setting for people to enjoy their shopping experience. Customers and employees alike rave about the store, and it’s not a coincidence everyone says this. Trader Joe’s has purposely set out to create a neighborhood shop, and the employees hold up this standard perfectly. Whether it be fall, winter, spring, or summer, Trader Joe’s provides enticing food options, and customers rarely leave without a perky smile and happy memory of your trip to the grocery.