And I think you mischaracterized it.

“If money were no object, he would choose a Mac over a PC.”

An overeducated person who would seriously prefer a Mac is just someone who spent a lot of years on campus and never learned anything about computers while they were there. Besides, the type of pseudo-hipster indie snobs you seem to be describing most likely pat themselves on the backs for using Ubuntu.

“… along with the fact that your employees are non-union and probably working at just slightly above minimum wage …”

You really need to do your homework. As of 2004, part-time work at TJ’s started at $8-$12/h, and first-year supervisors averaged more than $40k/year. It took me five years of promotions to earn $8/h at my local farmer’s market (although I did eat everything for free there, and the food was better than equivalent products from Trader Joe’s). They offer a retirement plan, health insurance that includes dental and vision, paid time off, disability…

Oh, I apologize—I didn’t realize your “guilty liberal” mentality forces you to divide your attention across so many issues at once that you are left with no choice but to assume that the only relevant information in this world comes neatly-packed in nice labels like “non-union”—that way you already know your opinion about it, or more applicably, whether or not you should “like” it when your friend comments on the subject on Facebook.

When I think of TJ’s, I don’t imagine them catering to a crowd of thirtysomethings that run around parading a banner of faux-worldliness. I think “This is what Wal-Mart would be like if they weren’t evil.” I go there because I spend most of my money on comics and the piece of paper that will help me make more money once I’ve finished my overpriced college education. I go there because going to school means not always having time to bake, ice, and decorate a palatable chocolate cake (in between classes… to cheer myself up… because it turns out the guy I just stared at for half and hour is straight). I go there because sometimes, $3 is all I have and I’m really, really hungry.

However… While TJ’s offers convenience, cheap products, and a genuinely kind staff—their food isn’t the stuff of gods or anything. Their tabouli and hummus makes me long for the homemade ones I ate when I worked at my friend’s Persian restaurant. The same goes for dumplings, arrabbiata sauce, hot sauces (seriously, I’m surprised they don’t have that—even a scotch bonnet would be nice), lavash, tzatziki (the sour cream makes me throw up… that really doesn’t belong in there!!), pizza dough, samosas, halva, dolmeh… The list goes on.

Trader Joe’s is nice because they have a lot of vegetarian-friendly food and their easy meals taste better than the other ones on the market. Ideally, you should make all of your meals from scratch, and you should find another store to buy your ingredients for that. You say they’re trying to please people who miss eating in Europe, but anyone who’s ever had authentic, fresh, and homemade versions of those meals shouldn’t be able to tolerate the not-quite-there renditions that one sees at Trader Joe’s.

Just some things to consider… I don’t fantasize that TJ’s is something other than what it is, and I don’t care. I love the food at local gourmet shops, but I would never *pay* for it. Anything worth eating is worth learning how to make, and only a few things come better when they come out of a factory (i.e. tortilla).

And how is it even *possible* to support Apple Inc. *and* be weary of Corporate America at the same time? If you’re going to use a computer, build one yourself—or at least buy MSI, ASUS, Acer, lenovo, etc. Use OpenBSD, and then maybe, just *maybe*, you’ll finally be able to sleep at night. :/ Jackass.

My love for TJ’s aside {and quite the audible pfft at your poignant edification of my consumer stratum}, the information provided is invaluable intel on establishing a “brand”. I have forwarded this to my fellow entrepreneurs in the hopes that we can all apply the infallible TJ magic to the growth of our business!

Thanks for sharing!

Awesome post. Love it!