Consumers on the path to discovery at Trader Joe’s can once again get a taste of products that pique their interest. According to the latest “Inside Trader Joe’s” podcast, the pandemic-related hiatus on sampling is over.
“Demo is back!” asserted company crew members during the podcast episode. The podcast was recorded during the recent Captains Meeting of store leaders held in Los Angeles.
Going forward, sampling at Trader Joe’s stores will take a different tack. “We want to focus a little more on new products. Things not necessarily on your shopping list, but things we’re excited to share,” noted Matt Sloan, VP of marketing at the grocer.
A store leader named Ken from the Trader Joe’s in Somerville, Mass. explained the approach in more detail: “I think one of the hardest things is we have all these new products that we can talk about with our customers, but we want our customers to try it … I think demo is kind of that next shared experience with food, and in our culture, food is everything.”
Also during the Captains Meeting, winners of the Trader Joe’s Golden Potsticker awards were revealed. The award recognizes locations and crews that exhibit strong connections with their customers and neighborhoods – in other words, stores that are especially nice. Winners include Store 5-5-9 in Staten Island, N.Y.; Store 5-7-1/Bridgemarket in New York City; and Store 5-5-2 in Oceanside, N.Y.
With more than 500 stores in 40-plus states, Monrovia, Calif.-based Trader Joe’s is No. 27 on The PG 100, Progressive Grocer’s 2022 list of the top food and consumables retailers in North America.