Few grocery store brands capture the loyalty of consumers like Trader Joe’s. I admit I’m a recent convert, having never had the patience to wait on a line 100 people deep before — especially in Manhattan. My obsession with Trader Joe’s began with a grad school project on their disregard for social media. I was amazed that they were one of four major brands that shunned Facebook and Twitter. Reading they were an $8 billion company , my curiosity took hold. What the hell made them so damn special?!
I visited the Trader Joe’s on the Upper West Side and was mesmerized by colorful walls, friendly “crew members,” low prices and a rather fun grocery-shopping experience. Trader Joe’s crew members, dressed in Hawaiian-themed attire actually approach you and don’t run in the opposite direction when you ask where the chicken broth is located. I didn’t even mind the line that wrapped the second floor, it went quickly. I also loved the fact that I walked out the door with four super-filled bags of groceries and spent under 100 bucks! That rarely happens in the city.
Since my first time, I’ve returned. Why? Because EVERY single product I’ve tried, I’ve liked. Every single one. From the breakfast bars to the coffee beans to the frozen pesto pizza to the Arrabbiata sauce for $5! I hate jarred sauce — but this stuff is good! Almost every item is $2.99. How do they do it? They only have 4,000 SKUs. The average grocery store has 150,000, which is just not cost-efficient.
I still stand firm in my belief that their social media ignorance leaves them open to a public relations disaster. Plus, they face the threat of posers and bloggers speaking on behalf of their brand, and not always favorably or accurately. But this time, I took a step back to audit the brand from all angles — Positioning, Essence, Hierarchy, Logo, Tagline, etc. High scores pretty much for all, except their tagline, “Your Neighborhood Grocery Store.” Ugh, that doesn’t say much of anything, might as well be a bodega. But it’s not. Check out my Trader Joe’s Brand Audit below:
Kudos to Trader Joe’s on their Brand Marketing, now let’s just get cranking on the social media, so you can Make My DigiDay!