The Trader Joe’s aesthetic and exclusive products make it more of a destination than a grocery store.
Trader Joe’s is beloved by all. By all, I mean students, soccer moms, snack fanatics — and me. I’ve been to every single Trader Joe’s you can get to by the T. The best: the one in Allston, where you cross the bridge and walk by the Harvard Stadium. It’s giant, has countless products and features a beautiful walk that guides customers into its wonderful doors. The worst: the one off of Copley, which happens to be the smallest Trader Joe’s in the U.S. Guess why it’s the worst!
I’ve been going to Trader Joe’s my whole life, but since coming to Tufts and living in a dorm, it’s been my lifeline for food. I’ll always go out of my way to go to a Trader Joe’s instead of walking 10 minutes to Stop & Shop. So what makes Trader Joe’s good enough to warrant all the extra work?
The answer: branding. Trader Joe’s is a marketing genius. All of their stores are presented in a tropical, “tiki-themed” style. Yes, the Americanization of polynesian culture is central to the Trader Joe’s look. Fresh produce is almost always the first thing you see when walking into the store.
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