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Fun And Passion At Trader Joe’s

We discussed Trader Joe’s in our pieces about Tesco here and here. Tesco is planning a concept that is roughly the same square footage as Trader Joe’s.

The Dallas Morning News article is about people so passionate about Trader Joe’s that they take detours on vacations — with empty suitcases in tow — to go to Trader Joe’s stores and otherwise search it out for gourmet items they can bring back home.

What also comes across is that Trader Joe’s has a razor-sharp focus on who its prototypical customer is…and that it is kind of fun.

I think we all underestimate the extent to which consumers think shopping for groceries is usually drudgery. If we worried less about making our stores streamlined and consistent and more about making them fun, we would do much better.

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