Trader Joe’s mission statement is to bring
you the best quality products at the best prices.
Trader Joe’s mission
To bring you the best quality
products: Each product
offered at Trader Joe’s shelves passes certain criteria and a rigorous tasting
panel to guarantee its quality. It offers fresh food sourced close to each
store. The company also is committed to buy products considered “winners” and
At the best prices: In order to keep prices as low as possible, TJs
keeps its costs low. It does this, for example, by managing its own store space
while for fresh items, it sources goods close to each location to minimize the
transportation costs. Many products are not branded and it buys directly from
suppliers so it bargains hard to get the best prices so the customers can feel
the savings. In order to get low prices, the company also buy in volume and
contract early. and, unlike most supermarkets, this one does not charge vendor
fees for putting its items on the shelf.
Trader Joe’s is an American
chain of convenience stores that was created by Joe Coulombe in Southern
California in 1958. The first store chain was called Pronto Markets and was run
for 10 years.
In 1967, the founder noticed that the traditional formula didn’t make sense anymore because of the new demographics in the US. He identified an opportunity to deliver something different and he created the first Trader Joe’s. This new concept had a nautical theme and was run by people that called themselves “traders on the high seas”.
Today, it has grown to become
a national chain with revenues of $13.3
billion and 45,000 employees. The company remains prevately held and it is
owned by the same families that also own part of Aldi Nord. However, Trader
Joe’s and Aldi Nord operate independently.
In order to fulfil its
mission, Trader Joe’s has managed to remove a lot of costs like slotting,
marketing, and middlemen fees. It claims to pass along those savings to its
customers. The company defines “value” as the act of offering the best quality
items for the best prices.
Trader Joe’s makes
the food retailing operating 508 food stores in 25 states of the US. Trader Joe’s business model consists of selecting, buying, and
selling high quality food and beverage at low prices through its retail
outlets. It relies on cultural
awareness to cultivate growth and is based on grass-roots marketing niche to draw
viral consumer activity. They are proud of keeping the purchase experience
fresh and unique.
The brand makes the customers
feel as if they were shopping in a high-end farmers market. They also work to
listen and carefully respond to their needs and encourages consumer feedback.
Although its differential
makes it unique in its kind, Trader Joe’s is not a
monopoly. The grocery shopping business in the US is very diversified
and evolved. Consumers across the nation can access to all kind of items, from
the basics to the most exotic and unique ones.
Trader Joe’s competitors include
Walmart, Meijer, Fairway Market, and NatureBox. But its main competitor is
considered to be Whole Foods Market. These two retailers have managed to
expand to hundreds of locations and they hold an important positioning for
market segments that had remained untargeted for years.
Trader Joe’s vision statement is not specified in its website nor the company has made
it public. However, some elements can be identified in the company’s targets.
Therefore, it can be assumed that Trader Joe’s is committed to positioning
itself as a leading chain of grocery stores for the region it operates.
Trader Joe’s core values are:
- Qow customer
- No bureaucracy
- Kaizen (a
Japanese word that means self-improvement)
- The store is the
brand, we are a national chain of neighborhood grocery stores.
The company has published its values in a series of podcasts where the
chairman and CEO, Dan Bane, points the guideline of seven values that guides
all the new employees when starting at Trader Joe’s.
WHITTEMORE, Christine B.; Exploring the Customer Experience In-Store
& Online; posted on 10/10/2017 at Simple Marketing Now; available at: https://bit.ly/3jgIbKH
Joe’s Mission, Vision & Values; posted at Comparably; available at: https://bit.ly/2S8Ot30
LLOPIS, Glenn; Why Trader Joe’s Stands Out From All the
Rest in the Grocery Business; posted on 09/05/2011 at Forbes.com; available
Joe’s Competitors; posted at Comparably; available at: https://bit.ly/30hEUmI
MIT Students; Trader Joe’s vs. Whole Foods Market: A
Comparison of Operational Management; posted at MIT.edu; available at: https://bit.ly/2G5iA9f
Joe’s: “great food + great prices = Value”; posted at Digital HBS on
12/12/2015; available at: https://hbs.me/34bD2x4
ANDERSON, George; Trader Joe’s success is a matter of values; posted at Retail Wire
on 10/03/2018; available at: https://bit.ly/33fcEmA
Trader Joe’s Mission Statement History
Trader Joe's mission statement remains unchanged through 2020 and 2021