Hi bloggers,
Trader Joe’s sent me a statement today from their corporate
headquarters in California, here as the Silverdale Trader Joe’s
opening approaches. The statement doesn’t hold much new, but I
found it interesting because it shines a little light on the
company’s unique presentation of product and marketing
strategy.
Looks like they’re going to rely on direct mail for regular
advertising. I’m excited to see how that works, because I haven’t
really seen grocery stores using direct mail for major advertising
in many years. Advertising comes full circle, perhaps.
The tight-lipped company is not telling me how many people will
be hired. But applications are being accepted at the store from 9
a.m. to noon and from 2 to 5 p.m. starting this week. Call me
anytime.
Rachel Pritchett
475-3783
rpritchett@kitsapsun.com
The statement:
Monrovia, CA – Trader Joe’s, a unique, neighborhood grocery store
with foods and beverages from the exotic to the basic, is scheduled
to open a new store in Silverdale located at 9991 Mickelberry Road
(inside the Mickelberry Plaza). The store is scheduled to open
summer and is approximately 13,300 square feet in size.
Trader Joe’s was originally named in recognition of its distinct
grocery buying process, because they search the world for great
values and distinctive products. Crew members (store employees)
consider themselves “traders on the culinary seas.” Crew members
sport brightly colored Hawaiian-themed shirts, adding to the
light-hearted air of the store.
Many area residents after the store opens can expect to receive
a copy of the Trader Joe’s “Fearless Flyer” in their mailboxes. The
Fearless Flyer is a somewhat irreverent description of a timely
selection of Trader Joe’s products. It’s been called a cross
between Consumer Reports and Mad Magazine. Each edition highlights
a selection of Trader Joe’s products that the company buyers
believe are worthy of customer interest, including comfort foods
and items that are organic or have other special attributes.
Trader Joe’s carries an extensive array of domestic and imported
foods and beverages including fresh baked artisan breads, Arabica
bean coffees, international frozen entrées, 100 percent juices,
fresh crop nuts, deli items, and vitamins and supplements, as well
as the basics, like milk and eggs – all at honest, low prices.
Trader Joe’s is truly a grocery store unlike any other. Trader
Joe’s is a “store of stories,” meaning every item in the store has
its own virtues — high quality ingredients, great flavor or simply
an extraordinary price — many items often feature all of those
qualities. Another significant point of difference, all of Trader
Joe’s prices are everyday prices. Trader Joe’s doesn’t have “sales”
for a few days, only to hike the prices back up again. Their prices
change only when their costs change — there are no fancy
promotions, discount cards or couponing wars.
So how does Trader Joe’s offer unique groceries at prices
everyone can afford? By offering more than 1000 items under the
Trader Joe’s private label, which includes Trader Darwin’s vitamins
(For the Survival of the Fittest), Trader José’s salsas, Trader
Giotto’s marinara sauces, in addition to specially purchased
items.
Also, Trader Joe’s buys differently than other grocers – they
purchase from manufacturers, not through distributors. They’ll take
a brand name product, take out the preservatives and artificial
colors and ingredients, and put it under their Trader Joe’s label
to sell it at a real discount.
Trader Joe’s introduces approximately a dozen new items every
week, heightening the store’s adventurous appeal. Our buyers travel
around the world searching out unique products at great values. In
order for an item to be sold in a Trader Joe’s store, it must pass
the scrutiny of a discerning tasting panel. Thousands of items are
tasted each year to find products that both appeal to the culinary
adventurer and microwave aficionado.
Trader Joe’s is a chain of neighborhood grocery stores featuring
high quality imported and domestic foods and beverages at honest,
low prices. Trader Joe’s (www.traderjoes.com) began in 1958 in the
Los Angeles area. Since then, Trader Joe’s has expanded to more
than 350 stores in 29 states.