With summer vacation quickly approaching, popular grocery store chain Trader Joe’s is welcoming a plethora of new and returning summer-themed products–from snacks to sunscreen! Ashburn’s Trader Joe’s store, located in One Loudoun, is home to many loyal employees and customers that have much to say about the company and its new products.
Founded in 1967 by Joe Coulombe, Trader Joe’s is a privately owned company with over 560 locations nationwide. The company and stores are characterized by friendly employees, fun and affordable products, and a nautical theme. The stores also carry mostly their own private-label brand of products, making the shopping experience more unique when compared to other grocers
“I think a big part of [what makes the company so unique] is that we are privately owned,” eleven-year Trader Joe’s crew member James Coop said. “We don’t answer to shareholders, which ends up giving a lot of benefits to the employees and helps lower prices for the customers. For example, if Trader Joe’s wants to give a raise to crew members, they don’t have to get approval from a board of directors. It’s very employee and customer focused.”
Every month, Trader Joe’s publishes their newsletter, the “Fearless Flyer,” which customers can subscribe to monthly or pick up free of charge in stores. This comic-book styled catalog is designed to keep customers playfully informed about new products and recipes with amusing cartoons and stories. In the May 2024 edition of the newsletter, new summery products were debuted such as the Strawberries and Crème Pancakes & Waffles, Lemon Herb Macaroni Salad, and Lemon Ginger Cheesecake. Loyal customers and crew members are also excited to welcome back certain products for the summer, such as the Carolina Gold Barbecue Sauce and flavored potato chips, Beach Day Gummy Candy, and Spicy Pickles.
“I love the spicy pickles,” twenty-year crew member and manager Aram Thomasian said. “It’s summertime, it’s going to be hot, and you really need those electrolytes. Those spicy pickles really hit the mark for me.”
Trader Joe’s places a large emphasis on the customer experience in stores. Unlike many larger grocery chains, crew members are always in a customer’s line of sight at a Trader Joe’s store. The franchise is known for their personalized customer services from employees that are always up to chat about products or give a recommendation.
“Everything is very colorful for the customers, and it tends to just be a good time,” Coop said. “There’s sort of a positive feedback loop between the customers and the crew. They bring a really fun energy, which puts us in a good mood, and then we can give it back to them.”
The presence of Trader Joe’s products and trend circulation on social media platforms is a testament to the brand’s true influence. There are countless instagram accounts dedicated to updating users on new products at stores and recipe ideas people come up with. With social media’s ability to carry hype surrounding certain products, this summer’s lineup is looking at a season of success.
“I think [the social media crazes are] a lot of fun,” Coop said. “Trader Joe’s doesn’t do traditional advertising at all, so Trader Joe’s has to spread by word of mouth. Having people get so excited and be that mouth spreading the word for the store about all the new products is a really fun thing to see, and I definitely think those products are worth the hype.”
