Not Your Average Joe

A Grocery Revolution 

Generally speaking, grocery shopping is simple. You prepare a list, scan the aisles for your preferred brands, and even present a loyalty card at checkout. It couldn’t be more straightforward. Trader Joe’s, however, does things differently by pushing visual merchandising, product curation, and customer experience to the forefront. They’re also known for their quirky product names, a fiercely loyal fanbase, an anti-advertising model, and an emphasis on quality and fun. It is easy to see how it has become a playground for both serious foodies and average grocery shoppers. 

More than a Grocery Run 

My brother, Marc Caiola, has been a Trader Joe’s Crew Member for over five years, in both New Jersey and California. “Trader Joe's is big on hopping on trends and then pioneering new ones. That is what makes them so different,” he explains. Their private-label business model, in which most products sold in their stores are made exclusively for the brand, encourages innovation in the grocery sector. 

“That is why you are always going to see weird ass products come in. It’s not because there is technically a market for that, but they’re trying to create one,” he explains, “there wasn’t a market for Everything but the Bagel Seasoning…but it got so popular that every grocery store or brand created their own, and it created a market for that item.” 

But it is not just the product selection that sets Trader Joe's apart. A common standout of Trader Joe’s is also the in-store experience among customers. Shoppers remark on how enjoyable the Trader Joe’s experience is compared to other retailers. Shopper Jenna Kozodoy says, “The atmosphere is a huge part of it. Getting to interact with the employees and trying free samples of their new products makes the experience stand out from other stores I have shopped at.” The fun, engaging atmosphere encourages customers to linger, explore, and pick up something new. Experimentation is desired, breaking the boundaries of a typical grocery shopping experience.

You Had Me at ‘Good Choice’ 

A signature feature of the Trader Joe's model is its employees' above-and-beyond friendly attitude. Caiola emphasized the hiring process and the distinctive working experience, noting that “the first interview was basically just a vibe check, literally who you are as a person, because that’s so important to them.” This is then followed by two more interviews to screen any potential crew members. Trader Joe’s takes the hiring process seriously. He says that “anyone can run a register and anyone can stock products… It is about the customer experience you can deliver.” 

Trader Joe’s maintains an elevated level of employee satisfaction thanks to its workplace culture. Although this selective process is rewarding, they believe in continually improving their customer service skills and that there is always room to increase sales and bring in more customers. Anything from extensive product knowledge to meaningful conversation with customers, Caiola says, “they may want more out of you, and they may want to see more out of you.”

This supportive, dynamic energy extends into the customer experience, which is a core pillar of Trader Joe’s success. As shopper Sophie Neuwirth mentions, “I keep going back because the employees are very friendly and make me feel welcome.” Even when the store is busy and crowded, it's the positive interactions with employees that make customers feel valued and encourage them to return. This ability to create satisfaction for both employees and customers is rare, as few grocers manage to foster such an engaging, mutually beneficial atmosphere.  

However, this friendliness is often misconstrued as flirting. Crew members use casual conversation starters like “What are your plans for today?” and, as Caiola explains, customers sometimes read this warmth as overtures because grocery stores are typically impersonal, transactional spaces. “You go into a grocery store, and you’re expecting a neutral experience," he says. “So, when you get really good treatment, people think they are getting flirted with." In reality, Trader Joe’s employees are doing their job well, offering an elevated customer experience through kindness and attentiveness that make shoppers feel welcome.  

An Anti-Ad Approach 

Loyalty programs, weekly catalogs, and enticing promotions fuel most grocery stores in the industry. Additional incentives to pull customers in are a central piece of advertising for any company, or so we think. Trader Joe’s, however, wants to create the ultimate in-store experience. Trader Joe’s does not run commercials or invest in advertising, and when asked about Trader Joe’s lack of marketing, Caiola notes that they’ve simply “found success in not.” 

Advertising and marketing are significant investments for all types of businesses. However, even in a media-focused society, Trader Joe’s has other priorities. Caiola explains, “Trader Joe's feels that they should spend all their resources and effort into sourcing the highest quality food at the lowest possible price. That is where their priorities lie.” 

Because of this approach, Trader Joe’s relies heavily on word of mouth to attract new customers. Shopper Morgan Reilly says that’s exactly how she discovered the store: “I started going when my friends were talking about the cool products at the store.” Caiola adds, "They realize word of mouth is so much more powerful than a commercial.” This ongoing buzz surrounding Trader Joe’s and their unique offerings has helped the company grow into a multi-billion-dollar business. Social media influencers, TikTokers, and everyday customers act as unofficial brand ambassadors, sharing their latest finds with the world. Talia Heskett (@traderjoestalia) and Natasha Fischer (@traderjoeslist) have both gained millions of followers by producing content solely dedicated to Trader Joe’s. 

The company’s massive growth over the last few years can be attributed to its social media traction. In 2024, Instagram and TikTok saw over 65,000 posts combined regarding Trader Joe content. In turn, Trader Joe’s also saw a 35% increase in revenue compared with five years prior. 

Faith, Followers, and Frozen Meals

The community surrounding Trader Joe’s has become almost religious, even cultish. With its constant cycle of new, exciting products such as Ghost Pepper Potato Chips and Truffle Risotto, and its considerable influence across all social media platforms, new and returning customers flock to stores. When asking Caiola about a time he stood back and thought, 'Wow, this is really a cult,’ he describes what he calls “Mini Tote Mania”.

“There are people who want the mini totes, and there are people who don’t care and are watching people fight for the mini totes.” Yes, these small canvas bags embellished with the Trader Joe’s emblem have shoppers waiting in line before sunrise each time a new collection is released.

“We had people lining up at eight in the morning for mini totes…We’re not the Apple Store,” Caiola laughs, even though this comparison is not far-fetched. Just like Apple and other tech and fashion retailers release limited-edition products focused on innovation and aesthetics, Trader Joe’s creates the same sense of urgency and excitement around their products.  

But what really fuels this “cult” is the idiosyncratic sense of community it fosters. Every visit aims to nurture a shared bond among employees, shoppers, and the brand. That sense of belonging, coupled with the thrill of discovering something new and interesting, is what makes the Trader Joe’s experience so compelling compared to its competitors. Even customers who have reservations about certain aspects of the store, like customer Elissa Oliveri, who says, “The only good thing there is their frozen meals, I am not buying their f***ing produce. It is always so crowded. But I love the prices,” are drawn in by the overall experience.  

Holding a Special Place in Our Carts 

Trader Joe’s has transformed the mundane chore of grocery shopping into an exciting experience, one that is built on community, creativity, and a sense of belonging.  

From its unique products to its influencer-based, anti-advertising approach, the store has cultivated a loyal following and become a cultural phenomenon. It's not just about the food on the shelves; it's about the shared camaraderie between employees and customers.  

Whether it is the frenzy over a limited-edition tote or the passionate buzz on social media, Trader Joe’s has tapped into something bigger than just retail.