Trader Joe’s: The Crew

Trader Joe’s President Doug Rauch.

“We ‘d like each customer to have a great and satisfying experience,” said company president Doug Rauch. After rattling off the upscale grocery competitors, Mr. Rauch said that Trader Joe’s offers better value, and above all, “friendliness.”

Sure, the staff is going to be overly enthusiastic for a grand opening, but the company prides itself on offering this quirky form of customer service all the time. It makes the Whole Foods crowd down the street seem downright stuffy.

And at Grand Sample Station (ahem), “crew members” shouted out today’s free samples: Irish soda bread and scones. With organic buttter, of course.

Michael Calderone

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Trader Joe’s: The Crew