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s/o Trader Joe's


JIN MOUSA
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I'm fascinated by how Trader Joe's and a place like Aldi's seem to have similar supply models, but Trader Joe's manages to come across as "not generic".

 

The supply models are similar because both are Aldi companies.

 

The reason Trader Joe's comes across as "not generic" is probably that Aldi advertises itself as a discount store that offers lower prices - it's one of their main marketing arguments. As far as I have seen Trader Joe's does not focus on low price in their advertising.

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One of my very favorite things about TJ's is that they sell their products with WORDS. I love that the Frequent Flyer is full of good writing rather than pictures. 

 

And this is part of the appeal. The frequent flyer is a cleverly written publication that draws attention to deals and recipes. Even their toilet paper used to have some funny blurp written on it. Various names and pictures also perpetuate the notion that some "Trader" travels the world and looks for wonderful ingredients to put exclusively in Trader Joe's products.

 

I used to shop there and still do occasionally but we have sort of jumped to Sprouts. There are certain things we like from TJ though. Staff is very helpful and friendly - at least in our area - and that helps too.

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The supply models are similar because both are Aldi companies.

 

The reason Trader Joe's comes across as "not generic" is probably that Aldi advertises itself as a discount store that offers lower prices - it's one of their main marketing arguments. As far as I have seen Trader Joe's does not focus on low price in their advertising.

Actually, according to an article linked in the original article posted, in North America the two companies are direct competitors and have no direct ownership.

 

Here it is: http://traderjoessecrets.blogspot.com/p/ten-questions-for-author.html

 

The Fearless Flyer definitely talks about the low price of a product ("All this for only..." or "Still the 1999 price of..."), but usually following a paragraph of description (hype?) about a given product. The Eater article explains that TJ's has been able to fool customers that their products are private label rather than generic, while companies like Aldi have not had success with that "deception or perception".

 

Interesting! Thanks for sharing.

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Actually, according to an article linked in the original article posted, in North America the two companies are direct competitors and have no direct ownership.

 

Yes, but they both originate from the same model that the Aldi brothers developed in Germany before they parted ways, and are both "Aldi" companies. That does not mean that Aldi (US) owns Trader JoeS. Trader Joe's is an Aldi North company. ALDI is an Aldi South company.

 

Edited by regentrude
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Actually, according to an article linked in the original article posted, in North America the two companies are direct competitors and have no direct ownership.

 

Here it is: http://traderjoessecrets.blogspot.com/p/ten-questions-for-author.html

 

The Fearless Flyer definitely talks about the low price of a product ("All this for only..." or "Still the 1999 price of..."), but usually following a paragraph of description (hype?) about a given product. The Eater article explains that TJ's has been able to fool customers that their products are private label rather than generic, while companies like Aldi have not had success with that "deception or perception".

 

Interesting! Thanks for sharing.

 

What's the difference between generic and private label, I wonder? 

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Actually, according to an article linked in the original article posted, in North America the two companies are direct competitors and have no direct ownership.

I don't see how Aldi and TJ's can be direct competitors. Aldi pulls customers from Wal-Mart and other discount chains. Trader Joes pulls customers from Whole Foods and other higher end chains. The only Trader Joes around here is in an upper middle class, very suburban area. I live in a lower middle class half suburban/half rural area and pass 3 different Aldi stores on a weekly basis. Very different customer bases.

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