Experience Economy: Verdict = Whole Foods > Trader Joe's

Team: Max, Kevin, Carolyn

Assignment: visit Whole Foods and Trader Joe's, experience and observe the atmosphere of each specialty grocer

First Stop: Whole Foods

Second Stop: Trader Joe's

The automatic sliding door glided open and we exchanged cheesy anxious glances. Upon entering a subtle scent of fresh foods washed over us; the produce was to our left. We walked around not really sure where to look first, though not because the organization was in any way overwhelming rather, because the presentation of interesting food stuffs was executed so well. The aisle were, for the most part, arranged in typical parallel style. The product placement was almost zen-like. Sweet potatoes and marshmallows were placed together, specific cheeses were set near apples or honey, coffees and teas were stacked with mugs, and cereals were across from milk. Nothing was out of place; there were no random novelty tchotchkes protruding obnoxiously into the faces of innocent shoppers. We awed at the interesting variety of foods Whole Foods offered: exotic fruits, tasteful cheeses, wholesome deli products, delicate desserts and pastries, healthy dairy products, whole grain cereals, and natural sodas. A sign near the entrance advertised a selection of 47 local and 179 organic products. Whole Foods stocked things one cannot buy in generic grocery stores, making our visit an experience beyond the physical uniqueness of the store.

We walked into Trader Joe's and our excitement from the first stop almost immediately diminished. The place was crowded and everyone seemed to circulate through the aisles in a set pattern. There were bright in-your-face signs hanging around the perimeter and above almost everything. Products were placed in a typical grocery store manner but there was a hipster air. Not to say Trader Joe's wasn't as interesting as Whole Foods, it just wasn't as welcoming; I would have to visit a couple more times before I felt totally comfortable. It seemed as though every shopper in the store was on a specific mission and their goal was very clear: complete the grocery check list of unique can't-really-be-found-anywhere-else items. I will commend Trader Joe's for stepping up that generic idea of a grocery store simply by stocking their shelves with more interesting food stuffs. Maybe we were less impressed by Trader Joe's because our stop to Whole Foods made the better first impression and was very high competition in our minds.  

...carolyn