A recent visit to discount gourmet grocery chain Trader Joes made me shudder. and it should be disconcerting to someone whose business depended upon being a famous baked bean or beer or something like that.
Because Trader Joes has none of the brands you know. It has a better and cheaper alternative. And it has its own shabby chic market aesthetic. and once you buy the idea of Trader Joes, a carefully curated blend of “better” quality products that you’ll dig, you don’t need to evaluate brands because there are no competing brands. well there a few i think. but it’s a very chilled out presentation. no hysterics. Trader Joes is not a cavernous store either. it feels local. they curate so you can turn off the “which brand?” switch in your head. which in turn makes the whole experience much better.
let’s face it, who wants to think about peas floating in a can?