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The Trader Joe's Adventure: Turning a Unique Approach to Business into a Retail and Cultural Phenomenon
Learn about the best practices and merchandising expertise that made this $2.6 billion maverick one of the greatest success stories in grocery retailing. Despite its laid-back style and iconoclastic way of doing business, Trader Joe’s is one of the savviest and most successful niche retailers in the world. With stores that are about half the size of the average neighborhood supermarket, this unassuming chain generates sales per square foot that are twice the industry average. In The Trader Joe’s Turning a Unique Approach to Business into a Retail and Cultural Phenomenon, author Len Lewis tells the incredible story of this famously tight-lipped chain. From its Hawaiian-shirted "crew" and campy décor, to its trademark "Two-Buck Chuck" wine and affordable gourmet products not found anywhere else, Trader Joe’s provides an entertaining and rewarding shopping experience that has attracted legions of loyal customers. Beginning with the chain’s founding more than 45 years ago, to its current position in the retail spotlight, The Trader Joe’s Adventure traces the critical business decisions that have made Trader Joe’s a phenomenon. Readers will learn •The chain has turned loyal customers into its best advertising. •Trader Joe’s doesn’t choose the most expensive, high-profile locations for its stores. •Offering private-label items has fueled its growth. •Cutting out intermediaries and negotiating better pricing and quality hasn’t alienated manufacturers. •Paying high wages has nurtured a dedicated and reliable workforce. •Controlling expansion drives Trader Joe’s growth strategy.
- GenresBusinessNonfiction
234 pages, Hardcover
First published September 1, 2005
11 people are currently reading
109 people want to read
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Displaying 1 - 30 of 32 reviews
September 20, 2007
This book had so much repetition, sometimes word-for-word, that it made me want to stop reading it. But I did make it through to the end. If you've ever been in a Trader Joe's I think you'd find the story interesting. The author stresses that this chain is very socially aware and they really care about their products, employees and customers. I agree…except I have to say as a customer, some of the other customers drive me crazy and their stores are too crowded. But I must confess, it hasn't gotten bad enough that I've stopped shopping there.
July 12, 2008
although i've slowly become a fan of trader joe's and was initially curious about this book, this read was a bit disappointing. the subject matter is interesting but there isn't much substance, so there's a lot of repetition and rephrasing of the same ideas over and over again. just go to the store - it's better than picking up this book.
September 29, 2019
So what is this Trader Joe's thing all about anyway? Several family members had raved about the selection in their stores, though the distance to the nearest one makes visiting more akin to a pilgrimage than a grocery trip. I visited my first TJ store this past summer without any idea of what I was going to find. I was on a business trip just trying to find something simple to eat for dinner at the hotel, and anticipating the standard grocery store stuff.
Of course, the selection at TJ was very different from the standard grocery store stuff. Clearly, I should have read this book before venturing in.
The book had several interesting, useful sections, a few of which were:
1) parent company Aldi's history, 2) many (many, many) discussions on Trader Joe's distinctives, 3) supply chain handling, and 4) private label pricing. Little has changed in the 14 years since this book was written, judging by the TJ store I visited this summer.
The book could have been 75 pages shorter and still covered everything that it did. The same stats and concepts were repeated multiple times throughout multiple chapters. One time I had to check to make sure I wasn't reading the same chapter again, it sounded so similar.
Other than the repetition that must have been needed to get the book to a more publisher palatable 200 pages, it was a worthwhile read.
(And I enjoyed my unexpectedly unique dinner: spicy plantain chips with the lemon basil vinaigrette salad and blueberry kiwi smoothie.)
Of course, the selection at TJ was very different from the standard grocery store stuff. Clearly, I should have read this book before venturing in.
The book had several interesting, useful sections, a few of which were:
1) parent company Aldi's history, 2) many (many, many) discussions on Trader Joe's distinctives, 3) supply chain handling, and 4) private label pricing. Little has changed in the 14 years since this book was written, judging by the TJ store I visited this summer.
The book could have been 75 pages shorter and still covered everything that it did. The same stats and concepts were repeated multiple times throughout multiple chapters. One time I had to check to make sure I wasn't reading the same chapter again, it sounded so similar.
Other than the repetition that must have been needed to get the book to a more publisher palatable 200 pages, it was a worthwhile read.
(And I enjoyed my unexpectedly unique dinner: spicy plantain chips with the lemon basil vinaigrette salad and blueberry kiwi smoothie.)
August 8, 2021
i liked it but it's not a new book and i knew just about all the info they discussed.
February 11, 2015
I've been interested in understanding companies that are successful in a market in which there is a superstar -- eg how does Target thrive despite Walmart?
The key is often differentiation -- creating an interlocking set of activities which deliver customer value in a way that is hard for others to compete with.
Trader Joe's example is interesting because of its (rumored) high profitability in the generally ultra competitive, low margin arena of grocery retailing. In the language of Richard Tedlow ("New and Improved: the story of mass marketing in America") Trader Joe's is squarely a phase 3 enterprise -- relying on selecting a segment of customers rather than aiming to please everyone. Perhaps the best way to understand its success is not as a smaller-store grocer, but as a large volume gourmet and specialty food superstore that complements, rather than competes head on, with discount grocery stores like Safeway or Albertson's.
Some highlights include focus on procuring unique goods at low prices for that (differentiated) kind of item, working directly with foreign manufacturers, cultivating reputation for quality, and focusing on the "discovery" aspect of shopping experience, and doubling down on welcoming in-store atmosphere while keeping number of items stocked and the per square foot rent low.
The book also sneaks in a description of its corporate owner, Aldi's, which is fascinating in its own right, and dominates its markets in a way that even Walmart could not contest.
As other readers, I noticed the repetitiveness if the book, and skew of helpful content towards the first half.
The key is often differentiation -- creating an interlocking set of activities which deliver customer value in a way that is hard for others to compete with.
Trader Joe's example is interesting because of its (rumored) high profitability in the generally ultra competitive, low margin arena of grocery retailing. In the language of Richard Tedlow ("New and Improved: the story of mass marketing in America") Trader Joe's is squarely a phase 3 enterprise -- relying on selecting a segment of customers rather than aiming to please everyone. Perhaps the best way to understand its success is not as a smaller-store grocer, but as a large volume gourmet and specialty food superstore that complements, rather than competes head on, with discount grocery stores like Safeway or Albertson's.
Some highlights include focus on procuring unique goods at low prices for that (differentiated) kind of item, working directly with foreign manufacturers, cultivating reputation for quality, and focusing on the "discovery" aspect of shopping experience, and doubling down on welcoming in-store atmosphere while keeping number of items stocked and the per square foot rent low.
The book also sneaks in a description of its corporate owner, Aldi's, which is fascinating in its own right, and dominates its markets in a way that even Walmart could not contest.
As other readers, I noticed the repetitiveness if the book, and skew of helpful content towards the first half.
December 1, 2008
I bought this book with high expectations, as a Trader Joe's fan. The information was interesting and informative but the writing was horrific. Google for any info you want on Trader Joe's instead...
January 26, 2021
Although the book is very old at this point for a business related book, it definitely stills holds up, and contains tons of great knowledge to teach current and future entrepreneurs.
Oh, and my favorite part of the book is something that all businesses owners who think it's never going to work out for them should read, and it is as follows: "Starbucks started in 1973 but didn't hit anyone's radar screen until the 1990's."
Keep that in mind anytime you feel that struggle creeping up on you my fellow business owners... and just hang in there!
Oh, and my favorite part of the book is something that all businesses owners who think it's never going to work out for them should read, and it is as follows: "Starbucks started in 1973 but didn't hit anyone's radar screen until the 1990's."
Keep that in mind anytime you feel that struggle creeping up on you my fellow business owners... and just hang in there!
September 9, 2020
Very interesting but at this point it isn't up to date.
June 21, 2021
Feel like I was reading an Ad for why Trader Joe's is the best Place in the world
May 4, 2010
3/28/10: Picked up this book for two bucks at a book sale and as a regular TJs shopper for the past eight years, I thought it might an interesting read. I'll let you know...
5/5/10: I really wanted to like this book. But it's not a likable book, which is hard to believe cuz how can a book on the topic of Trader Joe's not be likable?!(I know), but the book just isn't good. At all. The first chapter was decent, entertaining even, but by page, oh, 30, I felt like the author had said everything he had to say. By page 70, he was referencing stats for the 15th time that I'd memorized 40 pages earlier. And by page 110 I figured there was something wrong with ME that I didn't just dump the book. I held out hope that some worthwhile bit of knowledge or insight would be revealed to validate my failure to discard the book, only to be disappointed. Here's what I think: The author is a fan of Trader Joe's. He's also a journalist by trade. He thought it'd be fun to write a book about Trader Joe's. He does so. But, he has no access to Trader Joe's records (all private) and he gets no interviews with Trader Joe's management (they don't do 'em), so he writes about a book about nothing particularly new or interesting. One whole chapter about Aldi's (TJ's parent company). One whole chapter on Two-Buck Chuck. All around general disappointment. Boo. If you want to learn about "the Trader Joe's adventure" and their "unique approach to business" just go to Trader Joe's. It'll save you wasting your time on this book , and it'll be way more fun.
5/5/10: I really wanted to like this book. But it's not a likable book, which is hard to believe cuz how can a book on the topic of Trader Joe's not be likable?!(I know), but the book just isn't good. At all. The first chapter was decent, entertaining even, but by page, oh, 30, I felt like the author had said everything he had to say. By page 70, he was referencing stats for the 15th time that I'd memorized 40 pages earlier. And by page 110 I figured there was something wrong with ME that I didn't just dump the book. I held out hope that some worthwhile bit of knowledge or insight would be revealed to validate my failure to discard the book, only to be disappointed. Here's what I think: The author is a fan of Trader Joe's. He's also a journalist by trade. He thought it'd be fun to write a book about Trader Joe's. He does so. But, he has no access to Trader Joe's records (all private) and he gets no interviews with Trader Joe's management (they don't do 'em), so he writes about a book about nothing particularly new or interesting. One whole chapter about Aldi's (TJ's parent company). One whole chapter on Two-Buck Chuck. All around general disappointment. Boo. If you want to learn about "the Trader Joe's adventure" and their "unique approach to business" just go to Trader Joe's. It'll save you wasting your time on this book , and it'll be way more fun.
June 19, 2011
I thought that this book would be okay. I knew it was more of a research book then just a non-fic, but ohmigod, the author just repeated the same things over and over again in every chapter! I love TJ’s and I liked finding this book at the big public library here in NZ of all places, which is why I picked it up (and at 200 pages, you can never go wrong there) but the repetitiveness of it all, ohmigod, drove me insane! Each chapter had a different angle on the store, but the same thing was repeated to fit that angle. The only really interesting chapter was on Charles Shaw wine, which I could follow in my own life to a T. I remember everything that happened with that wine, including the first time it entered in my life. I went to a party at Amy’s house and Morgan walked in with a bag from TJ’s with the usual fixings and then pulled out a bottle of wine (because we are “grown ups” and you don’t enter someones party without having a bottle of wine in hand!) and was like, yeah, I saw this for $2. We all went ewww, $2 wine, gross. But whatever, it was only $2, so who cares and didn’t think about it again. We opened bottle after bottle all night and got to the $2 wine, tasted it and was like, you know what? That’s not bad! And for the next 6 months, it wasn’t frowned upon bringing it to a party. It didn’t scream you were cheap. It was just accepted as wine. And people carted it out by the caseload! Do you remember your first time? If so, please share!
Grade: D
Grade: D
January 15, 2014
Fantastic book about incredible grocery chain.
My only quibble is that the book is somewhat redundant... the second 100 pages repeat many things that we've read in the first 100 pages. So I guess that's good, for people with bad memory :).
So the quality of the writing is not that great, and the quality of the editing is worse. In that regard, I will give this book 2 stars. But I enjoyed learning the history and found the knowledge in the book fascinating (the first time around, anyways).
The book mostly discusses TJs, but also its (German) corporate parent Aldi.
Trader Joe's has smaller grocery stores of 6,000 to 12,000 sq. ft. They stock one tenth the SKUs of most retailers (2000 total, as opposed to 25,000+), with no national brands and very little meat and cheese.
80 to 85 of their items are private label.
Their $1300/sq. ft. is twice the industry average.
They introduce 20 to 25 new items per week.
No slotting fees, promotional allowances, rebates, or discounts.
If you are just a fan of Trader Joe's as a shopper (part of the cult :), you may want to read this book. If you work in the industry and/or are thinking of selling in to Trader Joe's, you *must* read this book.
My only quibble is that the book is somewhat redundant... the second 100 pages repeat many things that we've read in the first 100 pages. So I guess that's good, for people with bad memory :).
So the quality of the writing is not that great, and the quality of the editing is worse. In that regard, I will give this book 2 stars. But I enjoyed learning the history and found the knowledge in the book fascinating (the first time around, anyways).
The book mostly discusses TJs, but also its (German) corporate parent Aldi.
Trader Joe's has smaller grocery stores of 6,000 to 12,000 sq. ft. They stock one tenth the SKUs of most retailers (2000 total, as opposed to 25,000+), with no national brands and very little meat and cheese.
80 to 85 of their items are private label.
Their $1300/sq. ft. is twice the industry average.
They introduce 20 to 25 new items per week.
No slotting fees, promotional allowances, rebates, or discounts.
If you are just a fan of Trader Joe's as a shopper (part of the cult :), you may want to read this book. If you work in the industry and/or are thinking of selling in to Trader Joe's, you *must* read this book.
June 14, 2008
When's the last time you heard anyone rave about Vons? Or Ralphs? Or any large grocery store chain? Love it or hate it, Trader Joe's has developed a legion of advocates wandering the land and preaching the Word. No one else comes close to developing such brand loyalty. If you want to get a feel for how it was done, read this book. It's fascinating.
July 30, 2010
Reads like a business school student's thesis and isn't entirely accurate, but has some interesting backstory on the decade or so that the Albrechts spent courting Joe Coulombe before successfully acquiring the company in 1979. I read this book before going to work for the company, while recuperating from injuries and desperately looking for an employer other than Amazon.
March 25, 2017
Enlightening. Had no idea Aldi had owned Trader Joe's since 1979. What I did not like was how repetitive, almost to the point of fawning the book was. The number of times floorspace, number of items stocked etc was repeated over and over. I like shopping at Trader Joe's but assume they have some faults. This is not the book to find out what those perceived faults may be.
January 30, 2016
This was not very good. somewhat impressed w/ myself for making it through the whole thing. generally pretty repetitive, and like it was for a non-business-people audience but occasionally would throw down some business terms that i had never heard. way too rah rah trader joe's. need to hear some of the other side/someone else's opinion
March 26, 2008
Since I am a huge fan of Trader Joe's, I wanted to love this book. It could have been a bit more condensed, though; it got a little long-winded. It was interesting to learn more about the company's philosophies, strategies, and what makes it successful. A fascinating case study.
June 30, 2011
Ok, so I didn't quite finish this book before I had to return it to the library, but I read most of it. This was written by an outside observer, so it didn't go very deep into the "secrets" of Trader Joe's, but I still enjoyed it. And I still heart Trader Joe's.
September 27, 2014
This book is terrible. It is full of cliches, has little to no insight from actual employees. It's full of quotes from consultants. The book is poorly written, it repeats the same points over and over. Just awful.
October 25, 2007
Something to explain the business reasons behind why I'm hooked on this store (and have gotten others hooked).
December 17, 2007
love trader joe's! Interesting business book on the background of TJ's.
December 17, 2007
I hate Trader Joe's and I hate this book.
December 4, 2009
This read like a mediocre high school paper. I gave up on it.
March 1, 2013
interesting but extremely redundant. aldi history was the most interesting part.
March 30, 2013
A should-read company profile for knowledge workers, managers, directors, C-levels, and entrepreneurs.
December 4, 2014
I've always been a big TJ fan. Some points of the book got repetitive and boring but i enjoyed learning a bit more about the industry.
November 28, 2014
Not really about trader joes but more like a how to business book.
January 6, 2016
some interesting points, but could have been reduced to about twenty five pages..
February 10, 2016
Great topic and some interesting points, but overall, I found the book to be a bit repetitive and the depth of research to be lacking.
January 25, 2016
Some interesting info about the chain...but got quite repetitive in latter half. The best section is the chapter on the employee training and morale.
Displaying 1 - 30 of 32 reviews