Trader Joe’s is located on 5473 82nd Street in Indianapolis, Indiana zip code 46250. Before opening a new kitchen inside this grocery store, it’s important to first determine the typical clientele that shop here. According to Kate Gardner Nutrition, those who typically shop at Trader Joes want natural foods and a personalized shopping experience (Gardner). Therefore, the kitchen should also cater to these needs. It’s essential that it distributes foods that are healthy, organic, and/or locally grown. In addition, people who shop at Trader Joe’s usually enjoy the shopping experience; their friendly employees wear Hawaiian shirts as uniforms and tend to strike up conversations with the customers. Therefore, it is essential for employees of the new kitchen to be equally outgoing in order to attract customer’s attention. While in some settings this would be off-putting, this is entirely appropriate in Trader Joe’s stores because this is what their team own strives to accomplish. As such, employees of the kitchen should try to match the energy and humor of the store’s employees.
People who shop at Trader Joe’s over stores like Whole Foods do so because they prefer its lower prices, high quality items, and tailored products to fit the needs of average people. As a result, the kitchen should attempt to keep its prices as low as possible, focus on quality over quantity, and think outside of the box in determining what to serve. If the kitchen combines low prices with excellent customer service, energetic staff, healthy food, and unique presentation and varieties, it should do well in its Trader Joe’s supermarket location. Lastly, to compete with the actual grocery items found in Trader Joes, the kitchen items should be fresh so customers will prefer these items over the packaged brands (Loeb).
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After issuing a survey, it was found that a majority of Trader Joe’s customers interviewed cook dinner at home 3 to 6 times per week, eat a majority of their meals at home, and prefer healthy options and American food. After asking these customers about our kitchen idea, the people surveyed reported they liked this plan mainly because prepared kitchen food would be convenient to them. Despite this, they were concerned about the kitchen’s location. If this service were offered to them at a reasonable price, most people reported that they either would probably buy it or may or may not buy it.
In order to determine what prices would be acceptable for the kitchen foods, we asked the surveyed group what price they believe to be acceptable for a family sized spaghetti dinner. They reported that a majority would be willing to pay between $15.00 and $19.99, while the second largest groups of participants would prefer to pay between $10.00 and $14.99. In addition, the majority of customers would be purchasing the meals for at least two people although the meals will likely be purchased for groups of one to four diners. They also reported that they would likely use this service about one to three times per week. Lastly, a majority of the people surveyed were between 18 and 29 years old; therefore, these opinions are mainly indicative of this age group. In addition, 58% of shoppers reported to be female while 42% reported to be male; therefore the likelihood to purchase this kitchen option may also vary according to gender.
- Gardner, K. Whole Foods vs. Trader Joe’s. Kate Gardner Nutrition, 4 May 2012. Web. 15 June 2013.
- Loeb, W. Aldi’s Trader Joe’s is a Winner. Forbes, 17 May 2012. Web. 15 June 2013.
- Palmieri, C.Trader Joe’s Recipe for Success. Businessweek, 20 February 2008. Web. 15 June 2013.
