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Og'zaki so'z: Pirs Marchantning Filadelfiyadagi eng yaxshisi

Og'zaki so'z: Pirs Marchantning Filadelfiyadagi eng yaxshisi


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Two.one.five jurnali va 215mag.com saytining bosh muharriri Piers Marchant bizga Filadafiya atrofidagi ovqat uchun eng sevimli joylarini taqdim etadi.

Nonushta: Asal o'tiradi

Fantaziya: XIX

Eng yaxshi qiymat: Nam Phuong

Bar sahnasi/ichimliklar: Franklin

Biznes tushlik: Kontinental Midtaun

Burger: eskiz burger

Pitsa: Tacconnelli

Sandviç: Paesano

Oziq -ovqat yuk mashinasi: halol Tomning takosi

Mintaqaviy: Gollandiya ovqatlanish joyi (O'qish terminali bozori)

Yashirin marvarid: Kanella restorani

Meksika/Lotin Amerikasi: Tako Riendo

Yapon: Izumi

Ispan/Tapas: Amada

Tailand/Janubi -Sharqiy Osiyo: Tamarind

Sharob ro'yxati: Tria

Xitoy: xantal ko'katlar

Dengiz mahsulotlari: Sansom ko'chasidagi istiridye uyi

Biftek: Tuyoq va Fin

Italyancha: Villa di Roma

Barbekyu: Persi ko'chasi

Pishiriqlar: Braun Betti

Hind: Ben saroyi

Vejeteryan: onamniki

Wild Card: Koo-Zee-Do


Arzon gurme

Yuz xaridor, Tayson burchagidagi Trader Jouning sakkizta nazorat punktida to'planishadi, ularning aravalarida g'ayrioddiy gurme buyumlari bor: qo'lda o'ralgan tamallar, avstraliyalik qo'zichoqli marinalar, shokolad bilan qoplangan soya. Do'kon menejeri Jon F. Mitchell olomonga qaraydi va Trader Joning uy yorlig'i bo'lgan 3 dollarlik Charlz Shou Beaujolais shishasidan tiqinni chiqaradi. "Bizda bu erda yosh mast bo'lish uchun mo'ljallangan Beaujolais nouveau bor", dedi u xaridorlarga qo'ng'iroq qilib, Dixie stakanlariga quyib. Shisha tezda bo'shatiladi. Mitchell yana uchta ochadi.

Trader Joning 253 do'konlaridagi har doim bayramona atmosfera, ularni yuqori sifatli, axloqsiz arzon pishiriqlari uchun tejamkor taomlar yaxshi ko'rar ekan, bugungi kunda yanada jo'shqinroq ko'rinadi. Kaliforniya shtati Monroviya shirkati, o'z muxlislari 39 yil mobaynida bir necha soat haydashgan, shahar tashqarisidagi savdo markazlaridan tashqariga chiqishni boshlaydilar. Ijarasi yuqori bo'lgan mahallalarga kengayib, Trader Jou mart oyida 2004 yilda yil oxiridan beri 33 ta yangi savdo nuqtalaridan biri bo'lgan Manhettenda birinchi do'konini ochdi.

Trader Joning sodiq mijozlari ovqat, narx va hazil tuyg'usini yaxshi ko'radilar. Dengiz mahsulotlari bo'limi tomonidan baliq to'rlarida plastik omar to'xtatib qo'yilgan va xodimlar "Kapitan" va "Birinchi turmush o'rtog'i" deb yozilgan Gavayi ko'ylaklari va teglarini kiyib olgan. Qo'l bilan yozilgan belgilar ko'p undovlarni o'z ichiga oladi-xuddi "o'tgan yilgidan 1 dollar kam!" va "Organik!"-va xaridorlarni yangi takliflarni tanlashga taklif qiling. Jozibadorlikka qo'shimcha ravishda, mahsulot tanlovi cheklangan bo'lsa -da (2000 ta mahsulot, 45000 ta katta Safewayda), oldindan aytib bo'lmaydi. Har haftada 10 dan 15 tagacha yangi buyumlar bilan do'kon xazina ovining sahnasiga aylanadi. Yana qayerda Soy & amp Zig'ir donli guruchlar ($ 3,49), Zanjabil mushuklari uchun cookie fayllari ($ 2,29) va Jalapeño Blue Cornbread Mix ($ 2,29) ni topasiz?

Filadelfiyadagi Sent-Jozef universiteti oziq-ovqat marketologi professori Richard Jorj: "Agar siz oziq-ovqat sotuvchilariga qarasangiz, past tomoni, katta o'rtasi, so'ngra ajoyib tomoni bor-bu Trader Jo",-deydi. Og'zaki so'z, reklama byudjeti kichik bo'lishi mumkin, sotishning 0,2%, supermarket uchun 4%. "Siz, albatta, bu granolani sinab ko'rishingiz kerak", deydi bitta xaridor, Nyu -York shtatining Vestvud shahridagi do'konda, savdogar Joning zanjabil granola sumkasini ko'tarib. - Siz uni boshqa joydan ololmaysiz.

Trader Djo asosan o'z belgilariga ega bo'lgan tovarlarni tashiydi. Italiya buyumlari uchun "Trader Giotto", xitoylar uchun "Trader Ming's" bor. Mahsulotning tarkibiy qismlari va xizmat ko'rsatish takliflari kiyim -kechak sotuvchisi J. Peterman uslubida, do'konlarda va oziq -ovqat kompaniyasining gazeta qog'ozi tsirkulasida batafsil bayon etilgan. ("Do'stim, bizda bayramona pishiriqlar bor. Bu yog'li pishiriqlarda trans yog'lar yo'q. Radikal.") Ba'zi mahsulotlar milliy brendlarning nokautlari. Djoning O'si Cheeriosga o'xshaydi, lekin uning narxi ikki baravar qimmat.

Savdogar Joning qo'riqlanadigan manbalari asosan kichik vaqtli oziq-ovqat ishlab chiqaruvchilari, lekin ba'zi yirik kompaniyalar, shu jumladan Ian's Natural Foods, ba'zi ishlab chiqarish bilan shug'ullanadilar. Pier 1 Import kabi, Trader Djo butun dunyo bo'ylab skautlarni boshqa sotuvchilar sotmaydigan tayyor mahsulotlarni topish yoki o'z retseptlari uchun ingredientlarni topish uchun yuboradi. Trader Joning prezidenti Dug Rauch, boshqa treyderlar singari, intervyu berishdan bosh tortadi, yaqinda oziq-ovqat konferentsiyasi qatnashchilariga "o'z taqdirimizni o'z qo'limizga topshirishimiz uchun" o'z mahsulotlarini yaratishni boshlaganini aytdi.

Savdo jurnali ma'lumotlariga ko'ra, zanjir o'tgan yili 4,5 milliard dollarga sotilgan Supermarket yangiliklari, Whole Foods-ni yopib, qimmatroq mahsulotlardan 4,7 mlrd. Trader Joning do'konlari kichik, o'rtacha 12500 kvadrat fut (Manxettendagi 15000 futli do'kon-bu boshqacha). Shunday qilib, kompaniya har kvadrat futdan 1440 dollar yillik daromad oladi. Whole Foods atigi 783 dollar, o'rtacha supermarket 600 dollar.

Trader Djo Evropaning eng boy savdogar oilalaridan biri Albrechtsga tegishli bo'lib, ular 32,2 milliard dollarlik boylikni xususiy markali tovarlarni sotish orqali topgan. Ular ham tijorat ishlarini sir saqlaydilar. 1971 yilda Germaniyaning Aldi Group kompaniyasining asoschisi Teo Albrecht o'g'irlab ketilgan va 3 million dollarlik to'lov evaziga ozod qilinganidan beri, hech bir oila a'zosi bilan intervyu o'tkazilmagan. Savdogar Jo rahbariyati 1978 yilda oila zanjirni sotib olganidan buyon bir xil darajada jim turadi.

Trader Jo's 1958 yilda Los-Anjelesda uchta qulaylik do'konini sotib olgan Jo Coulombe tomonidan yaratilgan. 7-Eleven bilan raqobatlashish o'rniga, Coulombe Karib dengizida dam olish paytida tropik mavzuni tanlashga qaror qildi va hech narsaga yaroqsiz do'konlar qurishga qaror qildi. -Gurme mahsulotlarini imkonsiz arzon narxlarda toping, deydi muallif Len Lyuis Savdogar Joning sarguzashtlari (Aziz tug'ilgan, 2005). Kulombaning fikri: Iste'molchilar ta'tilda yangi narsalarni sinab ko'rishga ko'proq tayyor.

Trader Joning kelajagi biroz murakkabroq ko'rinadi. Besh yil oldin faqat skanerlarni hisob-kitob liniyalariga qo'shgan kompaniya-menejment ularni juda shaxsiy bo'lmagan deb hisoblagan-o'sib ulg'aygan sayin o'z qarashlarini saqlab qolish qiyin kechishi mumkin. Zotan, etkazib beruvchilarni boshqarish ancha qiyin. Yaqinda Trader Djo Fort Kollinzdagi Bingham Hill pishloqi bilan aloqani uzdi, pishloq ishlab chiqaruvchi oziq -ovqat sotuvchisining buyurtmalariga javob bera olmadi. (Fevral oyida Bingham Xill o'z ishini to'xtatdi.) Savdogar Jo o'tgan yilning oktyabr oyida, etkazib beruvchilar zavodlaridan birida listeriya bakteriyalari topilganidan keyin, muzlatilgan tovuq go'shtini qayta eslashga majbur bo'ldi. Dekabr oyida u Italiyaning oq sharobini butun mamlakat bo'ylab do'konlardan olib tashladi Dayton Daily News Ogayo shtatida uning sifatiga mos kelmaydigan tanqid e'lon qilindi.

Katta raqiblar maqsadga intilishadi. Whole Foods bosh ijrochi direktori Jon Makkining aytishicha, uning firmasi Trader Jo'sga qarshi chiqish uchun o'zining "365" xususiy savdo markasini yaratgan. Costco, ombor uslubidagi chegirmali sotuvchi, "Ten-Clam Cam" laqabli Cameron Hughes vinolari qatorini qo'shdi, bu "Two-Buck Chuck" kabi, Trader Jo xaridorlari uni Charlz Shou yorlig'i deb atashadi.

Shunday bo'lsa-da, Trader Joning raqobatbardoshligini jalb qilmasdan, u shunchalik katta bo'lganligi, kultga ergashish bilan g'alati formulaga taqlid qilish qanchalik qiyinligini ko'rsatadi.


Arzon gurme

Yuz xaridor, Tayson burchagidagi Trader Jouning sakkizta nazorat punktida to'planishadi, ularning aravalarida g'ayrioddiy gurme buyumlari bor: qo'lda o'ralgan tamallar, avstraliyalik qo'zichoqli marinalar, shokolad bilan qoplangan soya. Do'kon menejeri Jon F. Mitchell olomonga qaraydi va Trader Joning uy yorlig'i bo'lgan 3 dollarlik Charlz Shou Beaujolais shishasidan tiqinni chiqaradi. "Bizda bu erda Beaujolais nouveau bor, u yosh bo'lib ichishga mo'ljallangan", dedi u xaridorlarga qo'ng'iroq qilib, Dixie stakanlariga quyib. Shisha tezda bo'shatiladi. Mitchell yana uchta ochadi.

Trader Joning 253 do'konlaridagi har doim bayramona atmosfera, ularni yuqori sifatli, axloqsiz arzon pishiriqlari uchun tejamkor taomlar yaxshi ko'rar ekan, bugungi kunda yanada jo'shqinroq ko'rinadi. Kaliforniya shtati Monroviya shirkati, o'z muxlislari 39 yil mobaynida bir necha soat haydashgan, shahar tashqarisidagi savdo markazlaridan tashqariga chiqishni boshlaydilar. Ijarasi yuqori bo'lgan mahallalarga kengayib, Trader Jou mart oyida 2004 yil oxiridan beri 33 ta yangi savdo nuqtalaridan biri bo'lgan Manhettenda birinchi do'konini ochdi.

Trader Joning sodiq mijozlari ovqat, narx va hazil tuyg'usini yaxshi ko'radilar. Dengiz mahsulotlari bo'limi tomonidan baliq to'rlarida plastik omar to'xtatib qo'yilgan va xodimlar "Kapitan" va "Birinchi turmush o'rtog'i" deb yozilgan Gavayi ko'ylaklari va teglarini kiyib olgan. Qo'l bilan yozilgan belgilar ko'p undovlarni o'z ichiga oladi-xuddi "o'tgan yilgidan 1 dollar kam!" va "Organik!"-va xaridorlarni yangi takliflarni tanlashga taklif qiling. Jozibadorlikka qo'shimcha ravishda, mahsulot tanlovi cheklangan bo'lsa -da (2000 ta mahsulot, 45000 ta katta Safewayda), oldindan aytib bo'lmaydi. Har haftada 10 dan 15 tagacha yangi narsalar bilan do'kon xazina ovining sahnasiga aylanadi. Yana qayerda Soy & amp Zig'ir donli guruchlar ($ 3,49), Zanjabil mushuklari uchun cookie fayllari ($ 2,29) va Jalapeño Blue Cornbread Mix ($ 2,29) ni topasiz?

Filadelfiyadagi Sent-Jozef universiteti oziq-ovqat marketologi professori Richard Jorj: "Agar siz oziq-ovqat sotuvchilariga qarasangiz, past tomoni, katta o'rtasi va keyin ajoyib tomoni bor-bu Trader Jo'niki", deydi. Og'zaki so'zlar shundan iboratki, reklama byudjeti kichik bo'lishi mumkin, bu savdo hajmining 0,2%, supermarket uchun 4%. "Siz bu granolani albatta sinab ko'rishingiz kerak", deydi xaridorlardan biri, Nyu -York shtatining Vestvud shahridagi do'konda, savdogar Joning zanjabil granola sumkasini ko'tarib. - Siz uni boshqa joydan ololmaysiz.

Trader Djo asosan o'z belgilariga ega bo'lgan tovarlarni tashiydi. Italiya buyumlari uchun "Trader Giotto", xitoylar uchun "Trader Ming's" bor. Mahsulot tarkibi va xizmat ko'rsatish bo'yicha takliflar kiyim -kechak sotuvchisi J. Peterman uslubida, do'konlarda va oziq -ovqat kompaniyasining gazeta qog'ozi dumaloqida batafsil bayon etilgan. ("Do'stim, bizda bayramona pishiriqlar bor. Bu yog'li pishiriqlarda trans yog'lar yo'q. Radikal.") Ba'zi mahsulotlar milliy brendlarning nokautlari. Djoning O'si Cheeriosga o'xshaydi, lekin uning narxi ikki baravar qimmat.

Savdogar Joning qo'riqlanadigan manbalari asosan kichik vaqtli oziq-ovqat ishlab chiqaruvchilari, lekin ba'zi yirik kompaniyalar, shu jumladan Ian's Natural Foods, ba'zi ishlab chiqarish bilan shug'ullanadilar. Pier 1 Import kabi, Trader Djo butun dunyo bo'ylab skautlarni boshqa sotuvchilar sotmaydigan tayyor mahsulotlarni topish yoki o'z retseptlari uchun ingredientlarni topish uchun yuboradi. Trader Joning prezidenti Dug Rauch, boshqa treyderlar singari, intervyu berishdan bosh tortadi, yaqinda oziq-ovqat konferentsiyasi qatnashchilariga "o'z taqdirimizni o'z qo'limizga topshirishimiz uchun" o'z mahsulotlarini yaratishni boshlaganini aytdi.

Savdo jurnali ma'lumotlariga ko'ra, zanjir o'tgan yili 4,5 milliard dollarga sotilgan Supermarket yangiliklari, Whole Foods-ni yopib, qimmatroq mahsulotlardan 4,7 mlrd. Trader Joning do'konlari kichik, o'rtacha 12500 kvadrat fut (Manxettendagi 15000 futli do'kon-bu boshqacha). Shunday qilib, kompaniya har kvadrat futdan 1440 dollar yillik daromad oladi. Whole Foods atigi 783 dollar, o'rtacha supermarket 600 dollar.

Trader Djo Evropaning eng boy savdogar oilalaridan biri Albrechtsga tegishli bo'lib, ular 32,2 milliard dollarlik boylikni xususiy markali tovarlarni sotish orqali topgan. Ular ham tijorat ishlarini sir saqlaydilar. 1971 yilda Germaniyaning Aldi Group kompaniyasining asoschisi Teo Albrecht o'g'irlab ketilgan va 3 million dollarlik to'lov evaziga ozod qilinganidan beri, hech bir oila a'zosi bilan intervyu o'tkazilmagan. Savdogar Jo rahbariyati 1978 yilda oila zanjirni sotib olganidan buyon bir xil darajada jim turadi.

Trader Jo's 1958 yilda Los-Anjelesda uchta qulaylik do'konini sotib olgan Jo Coulombe tomonidan yaratilgan. 7-Eleven bilan raqobatlashish o'rniga, Coulombe Karib dengizida dam olish paytida tropik mavzuni tanlashga qaror qildi va hech narsaga yaroqsiz do'konlar qurishga qaror qildi. -Gurme mahsulotlarini imkonsiz arzon narxlarda toping, deydi muallif Len Lyuis Savdogar Joning sarguzashtlari (Aziz tug'ilgan, 2005). Kulombning fikri: Iste'molchilar ta'tilda yangi narsalarni sinab ko'rishga tayyor.

Trader Joning kelajagi biroz murakkabroq ko'rinadi. Besh yil oldin o'z hisob-kitob chizig'iga skanerlarni qo'shgan kompaniya-menejment ularni juda befarq deb hisoblagan-o'sib ulg'aygan sayin, uning qiziqishini saqlab qolish qiyin kechishi mumkin. Zotan, etkazib beruvchilarni boshqarish ancha qiyin. Yaqinda Trader Djo Fort Kollinzdagi Bingham Hill pishloqi bilan aloqani uzdi, pishloq ishlab chiqaruvchi oziq -ovqat sotuvchisining buyurtmalariga javob bera olmadi. (Fevral oyida Bingham Xill o'z ishini to'xtatdi.) Savdogar Jo o'tgan yilning oktyabr oyida, etkazib beruvchilar zavodlaridan birida listeriya bakteriyalari topilganidan keyin, muzlatilgan tovuq go'shtini qayta eslashga majbur bo'ldi. Dekabr oyida u Italiyaning oq sharobini butun mamlakat bo'ylab do'konlardan olib tashladi Dayton Daily News Ogayo shtatida uning sifatiga mos kelmaydigan tanqid e'lon qilindi.

Katta raqiblar maqsadga intilishadi. Whole Foods bosh ijrochi direktori Jon Makkining aytishicha, uning firmasi Trader Jo'sga qarshi chiqish uchun o'zining "365" xususiy savdo markasini yaratgan. Costco, ombor uslubidagi chegirmali sotuvchi, "Ten-Clam Cam" laqabli Cameron Hughes vinolari qatorini qo'shdi, ular "Two-Buck Chuck" kabi, Trader Jo xaridorlari uni Charlz Shou yorlig'i deb atashadi.

Shunday bo'lsa-da, Trader Joning raqobatbardoshligini jalb qilmasdan, u shunchalik katta bo'lganligi, kultga ergashish bilan g'alati formulaga taqlid qilish qanchalik qiyinligini ko'rsatadi.


Arzon gurme

Yuz xaridor Tayson burchagidagi Trader Jouning sakkizta hisob-kitob punktiga to'planishadi, ularning aravalarida g'ayrioddiy gurme buyumlari bor: qo'lda o'ralgan tamallar, avstraliyalik qo'zichoqli marinalar, shokolad bilan qoplangan soya. Do'kon menejeri Jon F. Mitchell olomonga qaraydi va Trader Joning uy yorlig'i bo'lgan 3 dollarlik Charlz Shou Beaujolais shishasidan tiqinni chiqaradi. "Bizda bu erda yosh mast bo'lish uchun mo'ljallangan Beaujolais nouveau bor", dedi u xaridorlarga qo'ng'iroq qilib, Dixie stakanlariga quyib. Shisha tezda bo'shatiladi. Mitchell yana uchta ochadi.

Trader Joning 253 do'konlaridagi har doim bayramona atmosfera, ularni yuqori sifatli, axloqsiz arzon pishiriqlari uchun tejamkor taomlar yaxshi ko'rar ekan, bugungi kunda yanada jo'shqinroq ko'rinadi. Kaliforniya shtati Monroviya shirkati, o'z muxlislari 39 yil mobaynida bir necha soat haydashgan, shahar tashqarisidagi savdo markazlaridan tashqariga chiqishni boshlaydilar. Ijarasi yuqori bo'lgan mahallalarga kengayib, Trader Jou mart oyida 2004 yil oxiridan beri 33 ta yangi savdo nuqtalaridan biri bo'lgan Manhettenda birinchi do'konini ochdi.

Trader Joning sodiq mijozlari ovqat, narx va hazil tuyg'usini yaxshi ko'radilar. Dengiz mahsulotlari bo'limi tomonidan baliq to'rlarida plastik omar to'xtatib qo'yilgan va xodimlar "Kapitan" va "Birinchi turmush o'rtog'i" deb yozilgan Gavayi ko'ylaklari va teglarini kiyib olgan. Qo'l bilan yozilgan belgilar ko'p undovlarni o'z ichiga oladi-xuddi "o'tgan yilgidan 1 dollar kam!" va "Organik!"-va xaridorlarni yangi takliflarni tanlashga taklif qiling. Jozibadorlikka qo'shimcha ravishda, mahsulot tanlovi cheklangan bo'lsa -da (2000 ta mahsulot, 45000 ta katta Safewayda), oldindan aytib bo'lmaydi. Har haftada 10 dan 15 tagacha yangi narsalar bilan do'kon xazina ovining sahnasiga aylanadi. Yana qayerda so'ya va zig'ir donli donalari (3,49 dollar), zanjabil mushuklari (2,29 dollar) va Jalapeño ko'k makkajo'xori aralashmasini (2,29 dollar) topasiz?

Filadelfiyadagi Sent-Jozef universiteti oziq-ovqat marketologi professori Richard Jorj: "Agar siz oziq-ovqat sotuvchilariga qarasangiz, past tomoni, katta o'rtasi va keyin ajoyib tomoni bor-bu Trader Jo",-deydi. Og'zaki so'z, reklama byudjeti kichik bo'lishi mumkin, sotishning 0,2%, supermarket uchun 4%. "Siz bu granolani albatta sinab ko'rishingiz kerak", deydi xaridorlardan biri, Nyu -York shtatining Vestvud shahridagi do'konda, savdogar Joning zanjabil granola sumkasini ko'tarib. - Siz uni boshqa joydan ololmaysiz.

Trader Djo asosan o'z belgilariga ega bo'lgan tovarlarni tashiydi. Italiya buyumlari uchun "Trader Giotto", xitoylar uchun "Trader Ming's" bor. Mahsulotning tarkibiy qismlari va xizmat ko'rsatish takliflari kiyim -kechak sotuvchisi J. Peterman uslubida, do'konlarda va oziq -ovqat kompaniyasining gazeta qog'ozi tsirkulasida batafsil bayon etilgan. ("Do'stim, bizda bayramona pishiriqlar bor. Bu yog'li pishiriqlarda trans yog'lar yo'q. Radikal.") Ba'zi mahsulotlar milliy brendlarning nokautlari. Djoning O'si Cheeriosga o'xshaydi, lekin uning narxi ikki baravar qimmat.

Savdogar Joning qo'riqlanadigan manbalari asosan kichik vaqtli oziq-ovqat ishlab chiqaruvchilari, lekin ba'zi yirik kompaniyalar, shu jumladan Ian's Natural Foods, ba'zi ishlab chiqarish bilan shug'ullanadilar. Pier 1 Import kabi, Trader Djo butun dunyo bo'ylab skautlarni boshqa sotuvchilar sotmaydigan tayyor mahsulotlarni topish yoki o'z retseptlari uchun ingredientlarni topish uchun yuboradi. Trader Joning prezidenti Dag Rauch, Trader Joning boshqa menejerlari singari, intervyu berishdan bosh tortadi, yaqinda oziq-ovqat konferentsiyasi qatnashchilariga "biz o'z taqdirimizni o'z qo'limizga topshirishimiz uchun" o'z mahsulotlarini yaratishni boshlaganini aytdi.

Savdo jurnali ma'lumotlariga ko'ra, zanjir o'tgan yili 4,5 milliard dollarga sotilgan Supermarket yangiliklari, Whole Foods-ni yopib, qimmatroq mahsulotlardan 4,7 mlrd. Trader Joning do'konlari kichik, o'rtacha 12500 kvadrat fut (Manxettendagi 15000 futli do'kon-bu boshqacha). Shunday qilib, kompaniya har kvadrat futdan 1440 dollar yillik daromad oladi. Whole Foods atigi 783 dollar, o'rtacha supermarket 600 dollar.

Trader Jo's Evropaning eng boy savdogar oilalaridan biri bo'lgan Albrechtsga tegishli bo'lib, ular 32,2 milliard dollarlik boylikni xususiy markali tovarlarni sotish orqali topgan. Ular ham tijorat ishlarini sir saqlaydilar. 1971 yilda Germaniyaning Aldi Group kompaniyasining asoschisi Teo Albrecht o'g'irlab ketilgan va 3 million dollarlik to'lov evaziga ozod qilinganidan beri, hech bir oila a'zosi bilan intervyu o'tkazilmagan. Savdogar Jo rahbariyati 1978 yilda oila zanjirni sotib olganidan buyon bir xil darajada jim turadi.

Trader Jo's 1958 yilda Los-Anjelesda uchta qulaylik do'konini sotib olgan Jo Coulombe tomonidan yaratilgan. 7-Eleven bilan raqobat o'rniga, Coulombe Karib havzasida dam olish paytida tropik mavzuni tanlashga qaror qildi. -Gurme mahsulotlarini imkonsiz arzon narxlarda toping, deydi muallif Len Lyuis Savdogar Joning sarguzashtlari (Aziz tug'ilgan, 2005). Kulombning fikri: Iste'molchilar ta'tilda yangi narsalarni sinab ko'rishga tayyor.

Trader Joning kelajagi biroz murakkabroq ko'rinadi. Besh yil oldin o'z hisob-kitob chizig'iga skanerlarni qo'shgan kompaniya-menejment ularni juda befarq deb hisoblagan-o'sib ulg'aygan sayin, uning qiziqishini saqlab qolish qiyin kechishi mumkin. Zotan, etkazib beruvchilarni boshqarish ancha qiyin. Yaqinda Trader Djo Fort Kollinzdagi Bingham Hill pishloqi bilan aloqani uzdi, pishloq ishlab chiqaruvchi oziq -ovqat sotuvchisining buyurtmalariga javob bera olmadi. (Fevral oyida Bingham Xill o'z ishini to'xtatdi.) Savdogar Jo o'tgan yilning oktyabr oyida, etkazib beruvchilar zavodlaridan birida listeriya bakteriyalari topilganidan keyin, muzlatilgan tovuq go'shtini qayta eslashga majbur bo'ldi. Dekabr oyida u Italiyaning oq sharobini butun mamlakat bo'ylab do'konlardan olib tashladi Dayton Daily News Ogayo shtatida uning sifatiga mos kelmaydigan tanqid e'lon qilindi.

Katta raqiblar maqsadga intilishadi. Whole Foods bosh ijrochi direktori Jon Makkining aytishicha, uning firmasi Trader Jo kompaniyasiga qarshi chiqish uchun "365" xususiy savdo markasini yaratgan. Costco, ombor uslubidagi chegirmali sotuvchi, "Ten-Clam Cam" laqabli Cameron Hughes vinolari qatorini qo'shdi, ular "Two-Buck Chuck" kabi, Trader Jo xaridorlari uni Charlz Shou yorlig'i deb atashadi.

Shunday bo'lsa-da, Trader Joning raqobatbardoshligini jalb qilmasdan, u shunchalik katta bo'lganligi, kultga ergashish bilan g'alati formulaga taqlid qilish qanchalik qiyinligini ko'rsatadi.


Arzon gurme

Yuz xaridor, Tayson burchagidagi Trader Jouning sakkizta hisob-kitob punktiga to'planishadi, ularning aravalarida g'ayrioddiy gurme buyumlari bor: qo'lda o'ralgan tamallar, avstraliyalik qo'zichoqli tovoqlar, shokolad bilan qoplangan soya. Do'kon menejeri Jon F. Mitchell olomonga qaraydi va Trader Joning uy yorlig'i bo'lgan 3 dollarlik Charlz Shou Beaujolais shishasidan tiqinni chiqaradi. "Bizda bu erda Beaujolais nouveau bor, u yosh bo'lib ichishga mo'ljallangan", dedi u xaridorlarga qo'ng'iroq qilib, Dixie stakanlariga quyib. Shisha tezda bo'shatiladi. Mitchell yana uchta ochadi.

Trader Joning 253 do'konlaridagi har doim bayramona atmosfera, ularni yuqori sifatli, axloqsizligi uchun tejamkor taomlar yaxshi ko'rar ekan, bugungi kunda yanada jo'shqinroq ko'rinadi. Kaliforniya shtatining Monroviya shirkati 39 yil mobaynida o'z muxlislari to'plagan shahar tashqarisidagi savdo markazlaridan tashqariga chiqa boshladi. Ijarasi yuqori bo'lgan mahallalarga kengayib, Trader Jou mart oyida 2004 yilda yil oxiridan beri 33 ta yangi savdo nuqtalaridan biri bo'lgan Manhettenda birinchi do'konini ochdi.

Trader Joning sodiq mijozlari ovqat, narx va hazil tuyg'usini yaxshi ko'radilar. Dengiz mahsulotlari bo'limi tomonidan baliq to'rlarida plastik omar to'xtatib qo'yilgan va xodimlar "Kapitan" va "Birinchi turmush o'rtog'i" deb yozilgan Gavayi ko'ylaklari va teglarini kiyib olgan. Qo'l bilan yozilgan belgilar ko'p undovlarni o'z ichiga oladi-xuddi "o'tgan yilgidan 1 dollar kam!" va "Organik!"-va xaridorlarni yangi takliflarni tanlashga taklif qiling. Jozibadorlikka qo'shimcha ravishda, mahsulot tanlovi cheklangan bo'lsa -da (2000 ta mahsulot, 45000 ta katta Safewayda), oldindan aytib bo'lmaydi. Har haftada 10 dan 15 tagacha yangi narsalar bilan do'kon xazina ovining sahnasiga aylanadi. Yana qayerda so'ya va zig'ir donli donalari (3,49 dollar), zanjabil mushuklari (2,29 dollar) va Jalapeño ko'k makkajo'xori aralashmasini (2,29 dollar) topasiz?

Filadelfiyadagi Sent-Jozef universiteti oziq-ovqat marketologi professori Richard Jorj: "Agar siz oziq-ovqat sotuvchilariga qarasangiz, past tomoni, katta o'rtasi, so'ngra ajoyib tomoni bor-bu Trader Jo",-deydi. Og'zaki so'z, reklama byudjeti kichik bo'lishi mumkin, sotishning 0,2%, supermarket uchun 4%. "Siz bu granolani albatta sinab ko'rishingiz kerak", deydi xaridorlardan biri, Nyu -York shtatining Vestvud shahridagi do'konda, savdogar Joning zanjabil granola sumkasini ko'tarib. - Siz uni boshqa joydan ololmaysiz.

Trader Djo asosan o'z belgilariga ega bo'lgan tovarlarni olib yuradi. Italiya buyumlari uchun "Trader Giotto", xitoylar uchun "Trader Ming's" bor. Mahsulot tarkibi va xizmat ko'rsatish bo'yicha takliflar kiyim -kechak sotuvchisi J. Peterman uslubida, do'konlarda va oziq -ovqat kompaniyasining gazeta qog'ozi dumaloqida batafsil bayon etilgan. ("Do'stim, bizda bayramona pishiriqlar bor. Bu yog'li pishiriqlarda trans yog'lar yo'q. Radikal.") Ba'zi mahsulotlar milliy brendlarning nokautlari. Djoning O'si Cheeriosga o'xshaydi, lekin uning narxi ikki baravar qimmat.

Savdogar Joning qattiq qo'riqlanadigan manbalari asosan kichik vaqtli oziq-ovqat ishlab chiqaruvchilari hisoblanadi, garchi ba'zi yirik kompaniyalar, jumladan Ian's Natural Foods, ba'zi ishlab chiqarish bilan shug'ullanadilar. Pier 1 Import kabi, Trader Djo butun dunyo bo'ylab skautlarni boshqa sotuvchilar sotmaydigan tayyor mahsulotlarni topish yoki o'z retseptlari uchun ingredientlarni topish uchun yuboradi. Trader Joning prezidenti Dag Rauch, Trader Joning boshqa menejerlari singari, intervyu berishdan bosh tortadi, yaqinda oziq-ovqat konferentsiyasi qatnashchilariga "biz o'z taqdirimizni o'z qo'limizga topshirishimiz uchun" o'z mahsulotlarini yaratishni boshlaganini aytdi.

Savdo jurnali ma'lumotlariga ko'ra, zanjir o'tgan yili 4,5 milliard dollarga sotilgan Supermarket yangiliklari, Whole Foods-ni yopib, qimmatroq mahsulotlardan 4,7 mlrd. Trader Joning do'konlari kichik, o'rtacha 12500 kvadrat fut (Manxettendagi 15000 futli do'kon-bu boshqacha). Shunday qilib, kompaniya har kvadrat futdan 1440 dollar yillik daromad oladi. Whole Foods atigi 783 dollar, o'rtacha supermarket 600 dollar.

Trader Djo Evropaning eng boy savdogar oilalaridan biri Albrechtsga tegishli bo'lib, ular 32,2 milliard dollarlik boylikni xususiy markali tovarlarni sotish orqali topgan. Ular ham tijorat ishlarini sir saqlaydilar. 1971 yilda Germaniyaning Aldi Group kompaniyasi asoschisi Teo Albrecht o'g'irlab ketilgan va 3 million dollarlik to'lov evaziga qo'yib yuborilganidan beri, hech bir oila a'zosidan intervyu olinmagan. Savdogar Jo rahbariyati 1978 yilda oila zanjirni sotib olganidan buyon bir xil darajada jim turishgan.

Trader Jo's 1958 yilda Los-Anjelesda uchta qulaylik do'konini sotib olgan Jo Coulombe tomonidan yaratilgan. 7-Eleven bilan raqobat o'rniga, Coulombe Karib havzasida dam olish paytida tropik mavzuni tanlashga qaror qildi. -Gurme mahsulotlarini imkonsiz arzon narxlarda toping, deydi muallif Len Lyuis Savdogar Joning sarguzashtlari (Aziz tug'ilgan, 2005). Kulombaning fikri: Iste'molchilar ta'tilda yangi narsalarni sinab ko'rishga ko'proq tayyor.

Trader Joning kelajagi biroz murakkabroq ko'rinadi. Besh yil oldin o'z hisob-kitob chizig'iga skanerlarni qo'shgan kompaniya-menejment ularni juda befarq deb hisoblagan-o'sib ulg'aygan sayin, uning qiziqishini saqlab qolish qiyin kechishi mumkin. Zotan, etkazib beruvchilarni boshqarish ancha qiyin. Yaqinda Trader Djo Fort Kollinzdagi Bingham Hill pishloqi bilan aloqani uzdi, pishloq ishlab chiqaruvchi oziq -ovqat sotuvchisining buyurtmalariga javob bera olmadi. (Fevral oyida Bingham Xill o'z ishini to'xtatdi.) Savdogar Jo o'tgan yilning oktyabr oyida, etkazib beruvchilar zavodlaridan birida listeriya bakteriyalari topilganidan keyin, muzlatilgan tovuq go'shtini qayta eslashga majbur bo'ldi. Dekabr oyida u Italiyaning oq sharobini butun mamlakat bo'ylab do'konlardan olib tashladi Dayton Daily News Ogayo shtatida uning sifatiga mos kelmaydigan tanqid e'lon qilindi.

Katta raqiblar maqsadga intilishadi. Whole Foods bosh ijrochi direktori Jon Makkining aytishicha, uning firmasi Trader Jo'sga qarshi chiqish uchun o'zining "365" xususiy savdo markasini yaratgan. Costco, ombor uslubidagi chegirmali sotuvchi, "Ten-Clam Cam" laqabli Cameron Hughes vinolari qatorini qo'shdi, ular "Two-Buck Chuck" kabi, Trader Jo xaridorlari uni Charlz Shou yorlig'i deb atashadi.

Shunday bo'lsa-da, Trader Jo-ning raqobatbardoshligini jalb qilmasdan, u shunchalik katta bo'lib qolgani, kultga ergashish bilan g'alati formulaga taqlid qilish qanchalik qiyinligini ko'rsatadi.


Arzon gurme

Yuz xaridor, Tayson burchagidagi Trader Jouning sakkizta hisob-kitob punktiga to'planishadi, ularning aravalarida g'ayrioddiy gurme buyumlari bor: qo'lda o'ralgan tamallar, avstraliyalik qo'zichoqli tovoqlar, shokolad bilan qoplangan soya. Do'kon menejeri Jon F. Mitchell olomonga qaraydi va Trader Joning uy yorlig'i bo'lgan 3 dollarlik Charlz Shou Beaujolais shishasidan tiqinni chiqaradi. "Bizda bu erda yosh mast bo'lish uchun mo'ljallangan Beaujolais nouveau bor", dedi u xaridorlarga qo'ng'iroq qilib, Dixie stakanlariga quyib. Shisha tezda bo'shatiladi. Mitchell yana uchta ochadi.

Trader Joning 253 do'konlaridagi har doim bayramona atmosfera, ularni yuqori sifatli, axloqsiz arzon pishiriqlari uchun tejamkor taomlar yaxshi ko'rar ekan, bugungi kunda yanada jo'shqinroq ko'rinadi. Kaliforniya shtati Monroviya shirkati, o'z muxlislari 39 yil mobaynida bir necha soat haydashgan, shahar tashqarisidagi savdo markazlaridan tashqariga chiqishni boshlaydilar. Ijarasi yuqori bo'lgan mahallalarga kengayib, Trader Jou mart oyida 2004 yil oxiridan beri 33 ta yangi savdo nuqtalaridan biri bo'lgan Manhettenda birinchi do'konini ochdi.

Trader Joning sodiq mijozlari ovqat, narx va hazil tuyg'usini yaxshi ko'radilar. Dengiz mahsulotlari bo'limi tomonidan baliq to'rlarida plastik omar to'xtatib qo'yilgan va xodimlar "Kapitan" va "Birinchi turmush o'rtog'i" deb yozilgan Gavayi ko'ylaklari va teglarini kiyib olgan. Qo'l bilan yozilgan belgilar ko'p undovlarni o'z ichiga oladi-xuddi "o'tgan yilgidan 1 dollar kam!" va "Organik!"-va xaridorlarni yangi takliflarni tanlashga taklif qiling. Jozibadorlikka qo'shimcha ravishda, mahsulot tanlovi cheklangan bo'lsa -da (2000 ta mahsulot, 45000 ta katta Safewayda), oldindan aytib bo'lmaydi. Har haftada 10 dan 15 tagacha yangi buyumlar bilan do'kon xazina ovining sahnasiga aylanadi. Yana qayerda Soy & amp Zig'ir donli guruchlar ($ 3,49), Zanjabil mushuklari uchun cookie fayllari ($ 2,29) va Jalapeño Blue Cornbread Mix ($ 2,29) ni topasiz?

Filadelfiyadagi Sent-Jozef universiteti oziq-ovqat marketologi professori Richard Jorj: "Agar siz oziq-ovqat sotuvchilariga qarasangiz, past tomoni, katta o'rtasi, so'ngra ajoyib tomoni bor-bu Trader Jo",-deydi. Og'zaki so'z, reklama byudjeti kichik bo'lishi mumkin, sotishning 0,2%, supermarket uchun 4%. "Siz bu granolani albatta sinab ko'rishingiz kerak", deydi xaridorlardan biri, Nyu -York shtatining Vestvud shahridagi do'konda, savdogar Joning zanjabil granola sumkasini ko'tarib. - Siz uni boshqa joydan ololmaysiz.

Trader Djo asosan o'z belgilariga ega bo'lgan tovarlarni tashiydi. Italiya buyumlari uchun "Trader Giotto", xitoylar uchun "Trader Ming's" bor. Mahsulot tarkibi va xizmat ko'rsatish bo'yicha takliflar kiyim -kechak sotuvchisi J. Peterman uslubida, do'konlarda va oziq -ovqat kompaniyasining gazeta qog'ozi dumaloqida batafsil bayon etilgan. ("Do'stim, bizda bayramona pishiriqlar bor. Bu yog'li pishiriqlarda trans yog'lar yo'q. Radikal.") Ba'zi mahsulotlar milliy brendlarning nokautlari. Djoning O'si Cheeriosga o'xshaydi, lekin uning narxi ikki baravar qimmat.

Savdogar Joning qo'riqlanadigan manbalari asosan kichik vaqtli oziq-ovqat ishlab chiqaruvchilari, lekin ba'zi yirik kompaniyalar, shu jumladan Ian's Natural Foods, ba'zi ishlab chiqarish bilan shug'ullanadilar. Pier 1 Import kabi, Trader Djo butun dunyo bo'ylab skautlarni boshqa sotuvchilar sotmaydigan tayyor mahsulotlarni topish yoki o'z retseptlari uchun ingredientlarni topish uchun yuboradi. Trader Joning prezidenti Dag Rauch, Trader Joning boshqa menejerlari singari, intervyu berishdan bosh tortadi, yaqinda oziq-ovqat konferentsiyasi qatnashchilariga "biz o'z taqdirimizni o'z qo'limizga topshirishimiz uchun" o'z mahsulotlarini yaratishni boshlaganini aytdi.

Savdo jurnali ma'lumotlariga ko'ra, zanjir o'tgan yili 4,5 milliard dollarga sotilgan Supermarket yangiliklari, Whole Foods-ni yopib, qimmatroq mahsulotlardan 4,7 mlrd. Trader Joning do'konlari kichik, o'rtacha 12500 kvadrat fut (Manxettendagi 15000 futli do'kon-bu boshqacha). Shunday qilib, kompaniya har kvadrat futdan 1440 dollar yillik daromad oladi. Whole Foods atigi 783 dollar, o'rtacha supermarket 600 dollar.

Trader Djo Evropaning eng boy savdogar oilalaridan biri Albrechtsga tegishli bo'lib, ular 32,2 milliard dollarlik boylikni xususiy markali tovarlarni sotish orqali topgan. Ular ham tijorat ishlarini sir saqlaydilar. 1971 yilda Germaniyaning Aldi Group kompaniyasi asoschisi Teo Albrecht o'g'irlab ketilgan va 3 million dollarlik to'lov evaziga qo'yib yuborilganidan beri, hech bir oila a'zosidan intervyu olinmagan. Savdogar Jo rahbariyati 1978 yilda oila zanjirni sotib olganidan buyon bir xil darajada jim turishgan.

Trader Jo's 1958 yilda Los-Anjelesda uchta qulaylik do'konini sotib olgan Jo Coulombe tomonidan yaratilgan. 7-Eleven bilan raqobat o'rniga, Coulombe Karib havzasida dam olish paytida tropik mavzuni tanlashga qaror qildi. -Gurme mahsulotlarini imkonsiz arzon narxlarda toping, deydi muallif Len Lyuis Savdogar Joning sarguzashtlari (Aziz tug'ilgan, 2005). Kulombaning fikri: Iste'molchilar ta'tilda yangi narsalarni sinab ko'rishga ko'proq tayyor.

Trader Joning kelajagi biroz murakkabroq ko'rinadi. Besh yil oldin o'z hisob-kitob chizig'iga skanerlarni qo'shgan kompaniya-menejment ularni juda befarq deb hisoblagan-o'sib ulg'aygan sayin, uning qiziqishini saqlab qolish qiyin kechishi mumkin. Zotan, etkazib beruvchilarni boshqarish ancha qiyin. Yaqinda Trader Djo Fort Kollinzdagi Bingham Hill pishloqi bilan aloqani uzdi, pishloq ishlab chiqaruvchi oziq -ovqat sotuvchisining buyurtmalariga javob bera olmadi. (Fevral oyida Bingham Xill o'z ishini to'xtatdi.) Savdogar Jo o'tgan yilning oktyabr oyida, etkazib beruvchilar zavodlaridan birida listeriya bakteriyalari topilganidan keyin, muzlatilgan tovuq go'shtini qayta eslashga majbur bo'ldi. Dekabr oyida u Italiyaning oq sharobini butun mamlakat bo'ylab do'konlardan olib tashladi Dayton Daily News Ogayo shtatida uning sifatiga mos kelmaydigan tanqid e'lon qilindi.

Katta raqiblar maqsadga intilishadi. Whole Foods Chief Executive John Mackey says his firm created its "365" private-label bargain brand to go up against Trader Joe's. Costco, the warehouse-style discount retailer, has added a line of Cameron Hughes wines, nicknamed "Ten-Clam Cam," like "Two-Buck Chuck," which is what Trader Joe's shoppers call its Charles Shaw label.

Still, the fact that Trader Joe's has gotten as big as it has without attracting much head-on competition shows how hard it is to imitate a quirky formula with a cult following.


The Cheap Gourmet

A hundred shoppers crowd into eight checkout lines at Trader Joe's in Tyson's Corner, Va. Their carts are loaded with unusual gourmet items: hand-rolled tamales, marinated racks of Australian lamb, chocolate-covered soybeans. Jon F. Mitchell, a store manager, looks at the crowd and pops the cork out of a $3 bottle of Charles Shaw Beaujolais, Trader Joe's house-label wine. "We have a Beaujolais nouveau here, meant to be drunk young," he calls to shoppers, pouring it into Dixie cups. The bottle is quickly emptied. Mitchell opens three more.

The always-festive atmosphere at Trader Joe's 253 stores, loved by frugal foodies for their high-quality, dirt-cheap concoctions, seems even more exuberant these days. The Monrovia, Calif. company is starting to venture beyond the out-of-the-way suburban strip malls its devoted fans have flocked to--some driving for hours--for 39 years. Expanding into high-rent neighborhoods, Trader Joe's opened its first Manhattan store in March, one of 33 new outlets since year-end 2004.

Trader Joe's devoted customers like the food, the prices and the sense of humor. Plastic lobsters are suspended in fishnets by the seafood section and staffers wear Hawaiian shirts and tags that read "Captain" and "First Mate." Hand-lettered signs include lots of exclamation points--as in "$1 less than last year!" and "Organic!"--and invite customers to sample new offerings. Adding to the allure, the product choices, although limited (2,000 items, against 45,000 in a large Safeway ), are not entirely predictable. With as many as 10 to 15 new items every week a store becomes the scene of a treasure hunt. Where else are you going to find Soy & Flax Cereal clusters ($3.49), Ginger Cats Cookies ($2.29) and Jalapeño Blue Cornbread Mix ($2.29)?

"When you look at food retailers, there is the low end, the big middle and then there is the cool edge--that's Trader Joe's," says Richard George, professor of food marketing at St. Joseph's University in Philadelphia. The word of mouth is such that the advertising budget can be small, at 0.2% of sales, against 4% for a supermarket. "You really have to try this granola," one customer says to another at a store in Westwood, N.J., holding up a bag of Trader Joe's Ginger Granola. "You can't get it anywhere else."

Trader Joe's carries mostly goods with its own labels. There's "Trader Giotto's" for Italian items, "Trader Ming's" for Chinese. Product ingredients and serving suggestions are detailed, in the style of clothing retailer J. Peterman, in stores and in the food company's newsprint circular. ("Dude, we have some totally outrageous holiday cookies .… These all-butter cookies have no trans fats. Radical.") Some of the items are knockoffs of national brands. Joe's O's look like Cheerios but cost half as much.

Trader Joe's fiercely guarded sources are mostly small-time foodmakers, although some larger companies, including Ian's Natural Foods, do some manufacturing. Rather like Pier 1 Imports , Trader Joe's sends scouts around the world to find finished goods other retailers aren't selling or to find ingredients for its own recipes. Trader Joe's President Doug Rauch who, like other executives at Trader Joe's, declines to be interviewed, recently told attendees at a food-marketing conference that it started creating its own products so "we could put our destiny in our own hands."

The chain posted sales of $4.5 billion last year, estimates trade journal Supermarket News, closing in on Whole Foods , with sales of $4.7 billion from more-expensive items. Trader Joe's stores are small, averaging 12,500 square feet (the 15,000-foot store in Manhattan is an outlier). Thus does the company haul in annual revenue of $1,440 per square foot. Whole Foods does only $783, the average supermarket $600.

Trader Joe's is owned by one of Europe's richest merchant families, the Albrechts, who have made their $32.2 billion fortune selling private-label goods. They keep their business affairs private, too. No member of the family has been interviewed since Theo Albrecht, the cofounder of Germany's Aldi Group, was kidnapped and released on a $3 million ransom in 1971. Trader Joe's management has been just as hush-hush since the family bought the chain in 1978.

Trader Joe's was created by Joe Coulombe, who bought three Los Angeles convenience stores in 1958. Instead of competing with 7-Eleven , Coulombe decided while vacationing in the Caribbean to adopt a tropical theme and focus on building no-frills stores with hard-to-find gourmet products at impossibly low prices, says Len Lewis, author of The Trader Joe's Adventure (Dearborn, 2005). Coulombe's reasoning: Consumers are more willing to try new things on vacation.

The future for Trader Joe's looks a bit more complicated. The company, which only added scanners to its checkout lines five years ago--management considered them too impersonal--may have a hard time maintaining its folksy appeal as it grows. Already it is having a harder time managing its suppliers. Not long ago Trader Joe's cut its ties with Bingham Hill Cheese of Fort Collins, Colo. when the cheesemaker couldn't keep up with an explosion in orders from the food retailer. (Bingham Hill went out of business in February.) Trader Joe's had to recall some frozen-chicken entrées last October, after listeria bacteria were found at one of its suppliers' plants. In December it yanked an Italian white wine from stores nationwide after the Dayton Daily News in Ohio posted a critique of its inconsistent quality.

Big-time rivals are taking aim. Whole Foods Chief Executive John Mackey says his firm created its "365" private-label bargain brand to go up against Trader Joe's. Costco, the warehouse-style discount retailer, has added a line of Cameron Hughes wines, nicknamed "Ten-Clam Cam," like "Two-Buck Chuck," which is what Trader Joe's shoppers call its Charles Shaw label.

Still, the fact that Trader Joe's has gotten as big as it has without attracting much head-on competition shows how hard it is to imitate a quirky formula with a cult following.


The Cheap Gourmet

A hundred shoppers crowd into eight checkout lines at Trader Joe's in Tyson's Corner, Va. Their carts are loaded with unusual gourmet items: hand-rolled tamales, marinated racks of Australian lamb, chocolate-covered soybeans. Jon F. Mitchell, a store manager, looks at the crowd and pops the cork out of a $3 bottle of Charles Shaw Beaujolais, Trader Joe's house-label wine. "We have a Beaujolais nouveau here, meant to be drunk young," he calls to shoppers, pouring it into Dixie cups. The bottle is quickly emptied. Mitchell opens three more.

The always-festive atmosphere at Trader Joe's 253 stores, loved by frugal foodies for their high-quality, dirt-cheap concoctions, seems even more exuberant these days. The Monrovia, Calif. company is starting to venture beyond the out-of-the-way suburban strip malls its devoted fans have flocked to--some driving for hours--for 39 years. Expanding into high-rent neighborhoods, Trader Joe's opened its first Manhattan store in March, one of 33 new outlets since year-end 2004.

Trader Joe's devoted customers like the food, the prices and the sense of humor. Plastic lobsters are suspended in fishnets by the seafood section and staffers wear Hawaiian shirts and tags that read "Captain" and "First Mate." Hand-lettered signs include lots of exclamation points--as in "$1 less than last year!" and "Organic!"--and invite customers to sample new offerings. Adding to the allure, the product choices, although limited (2,000 items, against 45,000 in a large Safeway ), are not entirely predictable. With as many as 10 to 15 new items every week a store becomes the scene of a treasure hunt. Where else are you going to find Soy & Flax Cereal clusters ($3.49), Ginger Cats Cookies ($2.29) and Jalapeño Blue Cornbread Mix ($2.29)?

"When you look at food retailers, there is the low end, the big middle and then there is the cool edge--that's Trader Joe's," says Richard George, professor of food marketing at St. Joseph's University in Philadelphia. The word of mouth is such that the advertising budget can be small, at 0.2% of sales, against 4% for a supermarket. "You really have to try this granola," one customer says to another at a store in Westwood, N.J., holding up a bag of Trader Joe's Ginger Granola. "You can't get it anywhere else."

Trader Joe's carries mostly goods with its own labels. There's "Trader Giotto's" for Italian items, "Trader Ming's" for Chinese. Product ingredients and serving suggestions are detailed, in the style of clothing retailer J. Peterman, in stores and in the food company's newsprint circular. ("Dude, we have some totally outrageous holiday cookies .… These all-butter cookies have no trans fats. Radical.") Some of the items are knockoffs of national brands. Joe's O's look like Cheerios but cost half as much.

Trader Joe's fiercely guarded sources are mostly small-time foodmakers, although some larger companies, including Ian's Natural Foods, do some manufacturing. Rather like Pier 1 Imports , Trader Joe's sends scouts around the world to find finished goods other retailers aren't selling or to find ingredients for its own recipes. Trader Joe's President Doug Rauch who, like other executives at Trader Joe's, declines to be interviewed, recently told attendees at a food-marketing conference that it started creating its own products so "we could put our destiny in our own hands."

The chain posted sales of $4.5 billion last year, estimates trade journal Supermarket News, closing in on Whole Foods , with sales of $4.7 billion from more-expensive items. Trader Joe's stores are small, averaging 12,500 square feet (the 15,000-foot store in Manhattan is an outlier). Thus does the company haul in annual revenue of $1,440 per square foot. Whole Foods does only $783, the average supermarket $600.

Trader Joe's is owned by one of Europe's richest merchant families, the Albrechts, who have made their $32.2 billion fortune selling private-label goods. They keep their business affairs private, too. No member of the family has been interviewed since Theo Albrecht, the cofounder of Germany's Aldi Group, was kidnapped and released on a $3 million ransom in 1971. Trader Joe's management has been just as hush-hush since the family bought the chain in 1978.

Trader Joe's was created by Joe Coulombe, who bought three Los Angeles convenience stores in 1958. Instead of competing with 7-Eleven , Coulombe decided while vacationing in the Caribbean to adopt a tropical theme and focus on building no-frills stores with hard-to-find gourmet products at impossibly low prices, says Len Lewis, author of The Trader Joe's Adventure (Dearborn, 2005). Coulombe's reasoning: Consumers are more willing to try new things on vacation.

The future for Trader Joe's looks a bit more complicated. The company, which only added scanners to its checkout lines five years ago--management considered them too impersonal--may have a hard time maintaining its folksy appeal as it grows. Already it is having a harder time managing its suppliers. Not long ago Trader Joe's cut its ties with Bingham Hill Cheese of Fort Collins, Colo. when the cheesemaker couldn't keep up with an explosion in orders from the food retailer. (Bingham Hill went out of business in February.) Trader Joe's had to recall some frozen-chicken entrées last October, after listeria bacteria were found at one of its suppliers' plants. In December it yanked an Italian white wine from stores nationwide after the Dayton Daily News in Ohio posted a critique of its inconsistent quality.

Big-time rivals are taking aim. Whole Foods Chief Executive John Mackey says his firm created its "365" private-label bargain brand to go up against Trader Joe's. Costco, the warehouse-style discount retailer, has added a line of Cameron Hughes wines, nicknamed "Ten-Clam Cam," like "Two-Buck Chuck," which is what Trader Joe's shoppers call its Charles Shaw label.

Still, the fact that Trader Joe's has gotten as big as it has without attracting much head-on competition shows how hard it is to imitate a quirky formula with a cult following.


The Cheap Gourmet

A hundred shoppers crowd into eight checkout lines at Trader Joe's in Tyson's Corner, Va. Their carts are loaded with unusual gourmet items: hand-rolled tamales, marinated racks of Australian lamb, chocolate-covered soybeans. Jon F. Mitchell, a store manager, looks at the crowd and pops the cork out of a $3 bottle of Charles Shaw Beaujolais, Trader Joe's house-label wine. "We have a Beaujolais nouveau here, meant to be drunk young," he calls to shoppers, pouring it into Dixie cups. The bottle is quickly emptied. Mitchell opens three more.

The always-festive atmosphere at Trader Joe's 253 stores, loved by frugal foodies for their high-quality, dirt-cheap concoctions, seems even more exuberant these days. The Monrovia, Calif. company is starting to venture beyond the out-of-the-way suburban strip malls its devoted fans have flocked to--some driving for hours--for 39 years. Expanding into high-rent neighborhoods, Trader Joe's opened its first Manhattan store in March, one of 33 new outlets since year-end 2004.

Trader Joe's devoted customers like the food, the prices and the sense of humor. Plastic lobsters are suspended in fishnets by the seafood section and staffers wear Hawaiian shirts and tags that read "Captain" and "First Mate." Hand-lettered signs include lots of exclamation points--as in "$1 less than last year!" and "Organic!"--and invite customers to sample new offerings. Adding to the allure, the product choices, although limited (2,000 items, against 45,000 in a large Safeway ), are not entirely predictable. With as many as 10 to 15 new items every week a store becomes the scene of a treasure hunt. Where else are you going to find Soy & Flax Cereal clusters ($3.49), Ginger Cats Cookies ($2.29) and Jalapeño Blue Cornbread Mix ($2.29)?

"When you look at food retailers, there is the low end, the big middle and then there is the cool edge--that's Trader Joe's," says Richard George, professor of food marketing at St. Joseph's University in Philadelphia. The word of mouth is such that the advertising budget can be small, at 0.2% of sales, against 4% for a supermarket. "You really have to try this granola," one customer says to another at a store in Westwood, N.J., holding up a bag of Trader Joe's Ginger Granola. "You can't get it anywhere else."

Trader Joe's carries mostly goods with its own labels. There's "Trader Giotto's" for Italian items, "Trader Ming's" for Chinese. Product ingredients and serving suggestions are detailed, in the style of clothing retailer J. Peterman, in stores and in the food company's newsprint circular. ("Dude, we have some totally outrageous holiday cookies .… These all-butter cookies have no trans fats. Radical.") Some of the items are knockoffs of national brands. Joe's O's look like Cheerios but cost half as much.

Trader Joe's fiercely guarded sources are mostly small-time foodmakers, although some larger companies, including Ian's Natural Foods, do some manufacturing. Rather like Pier 1 Imports , Trader Joe's sends scouts around the world to find finished goods other retailers aren't selling or to find ingredients for its own recipes. Trader Joe's President Doug Rauch who, like other executives at Trader Joe's, declines to be interviewed, recently told attendees at a food-marketing conference that it started creating its own products so "we could put our destiny in our own hands."

The chain posted sales of $4.5 billion last year, estimates trade journal Supermarket News, closing in on Whole Foods , with sales of $4.7 billion from more-expensive items. Trader Joe's stores are small, averaging 12,500 square feet (the 15,000-foot store in Manhattan is an outlier). Thus does the company haul in annual revenue of $1,440 per square foot. Whole Foods does only $783, the average supermarket $600.

Trader Joe's is owned by one of Europe's richest merchant families, the Albrechts, who have made their $32.2 billion fortune selling private-label goods. They keep their business affairs private, too. No member of the family has been interviewed since Theo Albrecht, the cofounder of Germany's Aldi Group, was kidnapped and released on a $3 million ransom in 1971. Trader Joe's management has been just as hush-hush since the family bought the chain in 1978.

Trader Joe's was created by Joe Coulombe, who bought three Los Angeles convenience stores in 1958. Instead of competing with 7-Eleven , Coulombe decided while vacationing in the Caribbean to adopt a tropical theme and focus on building no-frills stores with hard-to-find gourmet products at impossibly low prices, says Len Lewis, author of The Trader Joe's Adventure (Dearborn, 2005). Coulombe's reasoning: Consumers are more willing to try new things on vacation.

The future for Trader Joe's looks a bit more complicated. The company, which only added scanners to its checkout lines five years ago--management considered them too impersonal--may have a hard time maintaining its folksy appeal as it grows. Already it is having a harder time managing its suppliers. Not long ago Trader Joe's cut its ties with Bingham Hill Cheese of Fort Collins, Colo. when the cheesemaker couldn't keep up with an explosion in orders from the food retailer. (Bingham Hill went out of business in February.) Trader Joe's had to recall some frozen-chicken entrées last October, after listeria bacteria were found at one of its suppliers' plants. In December it yanked an Italian white wine from stores nationwide after the Dayton Daily News in Ohio posted a critique of its inconsistent quality.

Big-time rivals are taking aim. Whole Foods Chief Executive John Mackey says his firm created its "365" private-label bargain brand to go up against Trader Joe's. Costco, the warehouse-style discount retailer, has added a line of Cameron Hughes wines, nicknamed "Ten-Clam Cam," like "Two-Buck Chuck," which is what Trader Joe's shoppers call its Charles Shaw label.

Still, the fact that Trader Joe's has gotten as big as it has without attracting much head-on competition shows how hard it is to imitate a quirky formula with a cult following.


The Cheap Gourmet

A hundred shoppers crowd into eight checkout lines at Trader Joe's in Tyson's Corner, Va. Their carts are loaded with unusual gourmet items: hand-rolled tamales, marinated racks of Australian lamb, chocolate-covered soybeans. Jon F. Mitchell, a store manager, looks at the crowd and pops the cork out of a $3 bottle of Charles Shaw Beaujolais, Trader Joe's house-label wine. "We have a Beaujolais nouveau here, meant to be drunk young," he calls to shoppers, pouring it into Dixie cups. The bottle is quickly emptied. Mitchell opens three more.

The always-festive atmosphere at Trader Joe's 253 stores, loved by frugal foodies for their high-quality, dirt-cheap concoctions, seems even more exuberant these days. The Monrovia, Calif. company is starting to venture beyond the out-of-the-way suburban strip malls its devoted fans have flocked to--some driving for hours--for 39 years. Expanding into high-rent neighborhoods, Trader Joe's opened its first Manhattan store in March, one of 33 new outlets since year-end 2004.

Trader Joe's devoted customers like the food, the prices and the sense of humor. Plastic lobsters are suspended in fishnets by the seafood section and staffers wear Hawaiian shirts and tags that read "Captain" and "First Mate." Hand-lettered signs include lots of exclamation points--as in "$1 less than last year!" and "Organic!"--and invite customers to sample new offerings. Adding to the allure, the product choices, although limited (2,000 items, against 45,000 in a large Safeway ), are not entirely predictable. With as many as 10 to 15 new items every week a store becomes the scene of a treasure hunt. Where else are you going to find Soy & Flax Cereal clusters ($3.49), Ginger Cats Cookies ($2.29) and Jalapeño Blue Cornbread Mix ($2.29)?

"When you look at food retailers, there is the low end, the big middle and then there is the cool edge--that's Trader Joe's," says Richard George, professor of food marketing at St. Joseph's University in Philadelphia. The word of mouth is such that the advertising budget can be small, at 0.2% of sales, against 4% for a supermarket. "You really have to try this granola," one customer says to another at a store in Westwood, N.J., holding up a bag of Trader Joe's Ginger Granola. "You can't get it anywhere else."

Trader Joe's carries mostly goods with its own labels. There's "Trader Giotto's" for Italian items, "Trader Ming's" for Chinese. Product ingredients and serving suggestions are detailed, in the style of clothing retailer J. Peterman, in stores and in the food company's newsprint circular. ("Dude, we have some totally outrageous holiday cookies .… These all-butter cookies have no trans fats. Radical.") Some of the items are knockoffs of national brands. Joe's O's look like Cheerios but cost half as much.

Trader Joe's fiercely guarded sources are mostly small-time foodmakers, although some larger companies, including Ian's Natural Foods, do some manufacturing. Rather like Pier 1 Imports , Trader Joe's sends scouts around the world to find finished goods other retailers aren't selling or to find ingredients for its own recipes. Trader Joe's President Doug Rauch who, like other executives at Trader Joe's, declines to be interviewed, recently told attendees at a food-marketing conference that it started creating its own products so "we could put our destiny in our own hands."

The chain posted sales of $4.5 billion last year, estimates trade journal Supermarket News, closing in on Whole Foods , with sales of $4.7 billion from more-expensive items. Trader Joe's stores are small, averaging 12,500 square feet (the 15,000-foot store in Manhattan is an outlier). Thus does the company haul in annual revenue of $1,440 per square foot. Whole Foods does only $783, the average supermarket $600.

Trader Joe's is owned by one of Europe's richest merchant families, the Albrechts, who have made their $32.2 billion fortune selling private-label goods. They keep their business affairs private, too. No member of the family has been interviewed since Theo Albrecht, the cofounder of Germany's Aldi Group, was kidnapped and released on a $3 million ransom in 1971. Trader Joe's management has been just as hush-hush since the family bought the chain in 1978.

Trader Joe's was created by Joe Coulombe, who bought three Los Angeles convenience stores in 1958. Instead of competing with 7-Eleven , Coulombe decided while vacationing in the Caribbean to adopt a tropical theme and focus on building no-frills stores with hard-to-find gourmet products at impossibly low prices, says Len Lewis, author of The Trader Joe's Adventure (Dearborn, 2005). Coulombe's reasoning: Consumers are more willing to try new things on vacation.

The future for Trader Joe's looks a bit more complicated. The company, which only added scanners to its checkout lines five years ago--management considered them too impersonal--may have a hard time maintaining its folksy appeal as it grows. Already it is having a harder time managing its suppliers. Not long ago Trader Joe's cut its ties with Bingham Hill Cheese of Fort Collins, Colo. when the cheesemaker couldn't keep up with an explosion in orders from the food retailer. (Bingham Hill went out of business in February.) Trader Joe's had to recall some frozen-chicken entrées last October, after listeria bacteria were found at one of its suppliers' plants. In December it yanked an Italian white wine from stores nationwide after the Dayton Daily News in Ohio posted a critique of its inconsistent quality.

Big-time rivals are taking aim. Whole Foods Chief Executive John Mackey says his firm created its "365" private-label bargain brand to go up against Trader Joe's. Costco, the warehouse-style discount retailer, has added a line of Cameron Hughes wines, nicknamed "Ten-Clam Cam," like "Two-Buck Chuck," which is what Trader Joe's shoppers call its Charles Shaw label.

Still, the fact that Trader Joe's has gotten as big as it has without attracting much head-on competition shows how hard it is to imitate a quirky formula with a cult following.


The Cheap Gourmet

A hundred shoppers crowd into eight checkout lines at Trader Joe's in Tyson's Corner, Va. Their carts are loaded with unusual gourmet items: hand-rolled tamales, marinated racks of Australian lamb, chocolate-covered soybeans. Jon F. Mitchell, a store manager, looks at the crowd and pops the cork out of a $3 bottle of Charles Shaw Beaujolais, Trader Joe's house-label wine. "We have a Beaujolais nouveau here, meant to be drunk young," he calls to shoppers, pouring it into Dixie cups. The bottle is quickly emptied. Mitchell opens three more.

The always-festive atmosphere at Trader Joe's 253 stores, loved by frugal foodies for their high-quality, dirt-cheap concoctions, seems even more exuberant these days. The Monrovia, Calif. company is starting to venture beyond the out-of-the-way suburban strip malls its devoted fans have flocked to--some driving for hours--for 39 years. Expanding into high-rent neighborhoods, Trader Joe's opened its first Manhattan store in March, one of 33 new outlets since year-end 2004.

Trader Joe's devoted customers like the food, the prices and the sense of humor. Plastic lobsters are suspended in fishnets by the seafood section and staffers wear Hawaiian shirts and tags that read "Captain" and "First Mate." Hand-lettered signs include lots of exclamation points--as in "$1 less than last year!" and "Organic!"--and invite customers to sample new offerings. Adding to the allure, the product choices, although limited (2,000 items, against 45,000 in a large Safeway ), are not entirely predictable. With as many as 10 to 15 new items every week a store becomes the scene of a treasure hunt. Where else are you going to find Soy & Flax Cereal clusters ($3.49), Ginger Cats Cookies ($2.29) and Jalapeño Blue Cornbread Mix ($2.29)?

"When you look at food retailers, there is the low end, the big middle and then there is the cool edge--that's Trader Joe's," says Richard George, professor of food marketing at St. Joseph's University in Philadelphia. The word of mouth is such that the advertising budget can be small, at 0.2% of sales, against 4% for a supermarket. "You really have to try this granola," one customer says to another at a store in Westwood, N.J., holding up a bag of Trader Joe's Ginger Granola. "You can't get it anywhere else."

Trader Joe's carries mostly goods with its own labels. There's "Trader Giotto's" for Italian items, "Trader Ming's" for Chinese. Product ingredients and serving suggestions are detailed, in the style of clothing retailer J. Peterman, in stores and in the food company's newsprint circular. ("Dude, we have some totally outrageous holiday cookies .… These all-butter cookies have no trans fats. Radical.") Some of the items are knockoffs of national brands. Joe's O's look like Cheerios but cost half as much.

Trader Joe's fiercely guarded sources are mostly small-time foodmakers, although some larger companies, including Ian's Natural Foods, do some manufacturing. Rather like Pier 1 Imports , Trader Joe's sends scouts around the world to find finished goods other retailers aren't selling or to find ingredients for its own recipes. Trader Joe's President Doug Rauch who, like other executives at Trader Joe's, declines to be interviewed, recently told attendees at a food-marketing conference that it started creating its own products so "we could put our destiny in our own hands."

The chain posted sales of $4.5 billion last year, estimates trade journal Supermarket News, closing in on Whole Foods , with sales of $4.7 billion from more-expensive items. Trader Joe's stores are small, averaging 12,500 square feet (the 15,000-foot store in Manhattan is an outlier). Thus does the company haul in annual revenue of $1,440 per square foot. Whole Foods does only $783, the average supermarket $600.

Trader Joe's is owned by one of Europe's richest merchant families, the Albrechts, who have made their $32.2 billion fortune selling private-label goods. They keep their business affairs private, too. No member of the family has been interviewed since Theo Albrecht, the cofounder of Germany's Aldi Group, was kidnapped and released on a $3 million ransom in 1971. Trader Joe's management has been just as hush-hush since the family bought the chain in 1978.

Trader Joe's was created by Joe Coulombe, who bought three Los Angeles convenience stores in 1958. Instead of competing with 7-Eleven , Coulombe decided while vacationing in the Caribbean to adopt a tropical theme and focus on building no-frills stores with hard-to-find gourmet products at impossibly low prices, says Len Lewis, author of The Trader Joe's Adventure (Dearborn, 2005). Coulombe's reasoning: Consumers are more willing to try new things on vacation.

The future for Trader Joe's looks a bit more complicated. The company, which only added scanners to its checkout lines five years ago--management considered them too impersonal--may have a hard time maintaining its folksy appeal as it grows. Already it is having a harder time managing its suppliers. Not long ago Trader Joe's cut its ties with Bingham Hill Cheese of Fort Collins, Colo. when the cheesemaker couldn't keep up with an explosion in orders from the food retailer. (Bingham Hill went out of business in February.) Trader Joe's had to recall some frozen-chicken entrées last October, after listeria bacteria were found at one of its suppliers' plants. In December it yanked an Italian white wine from stores nationwide after the Dayton Daily News in Ohio posted a critique of its inconsistent quality.

Big-time rivals are taking aim. Whole Foods Chief Executive John Mackey says his firm created its "365" private-label bargain brand to go up against Trader Joe's. Costco, the warehouse-style discount retailer, has added a line of Cameron Hughes wines, nicknamed "Ten-Clam Cam," like "Two-Buck Chuck," which is what Trader Joe's shoppers call its Charles Shaw label.

Still, the fact that Trader Joe's has gotten as big as it has without attracting much head-on competition shows how hard it is to imitate a quirky formula with a cult following.



Izohlar:

  1. Kagaktilar

    Great article, thanks!



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