I live in Tucson, Arizona, a relatively small city, but one which attracts people who enjoy athletic pursuits in the year-round beautiful weather and who tend to seek healthful food options. There are four Trader Joe's within miles of my home. I became a fan of Trader Joe's when we moved to Tucson, and was thrilled when I spent my freshman year of college at Carnegie Mellon and could hop on a public bus and be at a Trader Joe's in under 20 minutes.
When I transferred to Brown University, I faced the unimaginable. The closest Trader Joe's is a highway drive away from the college campus in Warwick, Rhode Island. Without a car, I simply cannot get my Trader Joes fix. It’s a sorry state of affairs. Frankly, I am convinced that a Trader Joe's within walking distance or a short public bus ride from Brown’s campus would be a goldmine. Professors and students alike would profit from Trader Joes’ remarkable selections.
While Trader Joe's is by no means perfect, it surpasses the typical grocery store by leaps and bounds. Here is what I miss when I’m without a Trader Joe's for months at a time:
1. Keeping things simple.
I have perused the online shopping site for a grocery store that delivers to the Brown dormitories. It makes my head spin. The large supermarket chains are downright overwhelming. It can take upwards of an hour just to make your way through the endless aisles. There are dozens of choices to make. I could care less if I can select a basic can of soup from a list as long as my arm. I don’t want to choose from twelve yogurt manufacturers. And it is somewhat torturous for me to have to decide if my tuna is packed in oil or water, chunk light or solid, salted or unsalted, or has come from dolphin safe waters. I can get through Trader Joe's in a jiffy, without taxing my brain one bit. It’s basically Trader Joe's brand name sitting on the shelf, and it’s typically a delicious choice.
2. Real honest to goodness customer service.
There is something particularly friendly and helpful about the folks that are hired to work at Trader Joe's. Even in my hometown, the other grocery stores cannot compete in terms of offering the shopper a pleasant experience. Not only are the check-out people cordial and welcoming, but they also actually know how to properly bag groceries. The items are placed in the bag with a sense of order and discipline. Frozen items do not intermingle with unfrozen items. Your avocado will never sit adjacent to a large glass container of juice, because no wise Trader Joe's employee will risk making guacamole out of your purchase before you even get home. The men and women of Trader Joe's will ask if you need help to your car, will offer to find you the Halloumi cheese you’ve been missing, and will provide tips on inexpensive wines.
3. Snacking while you shop.
There is nothing quite like eating your way through the grocery store. Trader Joe's always has some delectable drinks and food prepared. Coffee in the dead of winter, lemonade when the heat outside is unbearable. What I like best is how they put things together that I may never have thought of. For example, a simple pasta salad that I now frequently make for lunch is a combination of a bag of Trader Joes Orzo and a jar of Trader Joes Bruschetta sauce.
4. Their cool bell system and handwritten signs.
Large supermarkets have PA systems, just like the ones you are used to from school. Some official voice will speak and says things like, “spill in aisle 7, mop needed!” But at Trader Joes, there is no PA system. When something is needed, a bell is rung. It goes hand in hand with their desire for an old-fashioned appeal and the whole nautical theme. Apparently, one bell means things have gotten busy and it’s time to open another register. Two bells alert workers to a question that needs to be answered and three bells summon a manager. The old-fashioned feel of the store is also ensured by their handwritten signs and chalkboard advertising of new or featured items.
5. Unique offerings.
Unique products help distinguish Trader Joes from competitors. Some are very odd, like pickle flavored popcorn. But others are fan favorites, like cookie butter, frozen spanakopita, and their very own pirate booty!
