Oh Trader Joe, Why do the People Love You So?
By Celia Sampaio
Thousands of Tik Tok videos, hundreds of Tik Tok accounts, and new recipes created almost daily, all for a grocery store. What is it about Trader Joe’s that has people dedicating their time, money and energy to their brand? After all, isn’t it just food?
Trader Joe’s is seemingly like any other grocery store. Their first doors opened in 1967 in Pasadena, California, and throughout their years they’ve opened 568 more across 43 states.
The chain’s popularity has skyrocketed thanks to the help of Tik Tok. On this video platform, there is an entire community devoted to Trader Joe’s, and Trader Joe’s only. From accounts dedicated to discontinued items, to chefs who cook and share recipes with exclusively Trader Joe’s products, there is a love for this grocery chain that runs deeper than seems logical for just food. The store also has made its presence known as it’s spread across the country and showed off affordable prices and refreshingly genuine cashiers.
Jamie Burns, a Trader Joe’s goer and lover who often finds herself on the Trader Joe’s side of Tik Tok, says the lore of the store goes beyond the products inside.
“I always have a conversation with the cashier. Always. They’re so nice. There’s this one older cashier, and I’ve seen this older woman who I guess lives in the neighborhood. That’s her cashier. That woman came up behind me and asked to go to number 19 because that’s her friend… and they hugged and she checked her out. It was so cute,” said Burns.
Trader Joe’s is very convenient, Burns said, and everything is set up in a way that makes sense and helps expedite her trips. She speculates that the main reason for the popularity of the store is its affordable prices.
“I can definitely tell a difference [from other grocery stores]. I’ll leave with a giant haul and pull up to the grocery line being like, ‘oh my god, this is about to be so expensive. I’m going to have no money to do anything else the rest of the week,’ and then… it was only $65,” Burns said.
With this affordability, Burns says it can be accessible for people to cook more ambitious meals.
“It’s attainable [at Trader Joe’s] to do these huge recipes. Whereas if you’re going to Whole Foods or Target… you would spend so much money to make just one recipe, especially if you’re living on your own,” said Burns.
Aside from the charming staff, smooth-sailing store layout, and refreshing affordability, Burns said that the overall food quality seems better than other grocery chains, and she can tell.
“Their ingredients list is shorter, it seems less processed… My food always goes bad quicker because it seems fresh from Trader Joe’s,” said Burns.
A vast majority of Trader Joe’s Tik Tok videos create this perception that the store’s products are healthy. With thousands upon thousands of these videos aiding Trader Joe’s so-called “clean eating” image, people, like Burns, believe they are eating better because of the brand on their grocery bags.
Trader Joe’s owes a lot to its “health store” image for its growing popularity, so it must be asked, is the store and its products actually better for you? Health coach, Kayley George, says Trader Joe’s clean-eating appearance has been slightly misconstrued.
“Just because it’s a Trader Joe’s product, doesn’t mean it’s inherently healthy… I think what gave them the aura of being healthy is because they’re very selective in what products they do put in the store,” said George.
George said she has been aware of the growing popularity of the Trader Joe’s brand on Tik Tok. When it comes to the self-proclaimed nutritional Trader Joe’s recipes on the platform, George believes that the healthy image these Tik Tok creators curate for Trader Joe’s is not all misguided.
“I would say to a certain extent [the healthy image of Trader Joe’s on Tik Tok is true. So, you know the criteria that they put out that they screen for with their products is no artificial preservatives, no MSG, no artificial flavors,” said George. Although she continued that “from a health perspective, there is a huge variety of unhealthy to healthy products there.”
Despite the store’s various unhealthy items, George admitted to enjoying many of the Trader Joe’s products and being an overall fan of the store. And although she believes the surge of Trader Joe’s Tik Tok popularity has gotten a bit out hand for a mere grocery store, she understands, as the store “keeps the prices very affordable.”
George believes that ultimately, it’s up to what the person needs and wants for their own body.
“It just depends on your goals. If you just really want some fun foods and some really fun recipes… then go for it. But if you care about the nutrition, then you’re going to have to spend some extra time weeding through the labels,” said George.
With a setup that satisfies all customers’ needs, the hype for the Trader Joe’s brand, specifically on Tik Tok, shows no signs of stopping anytime soon. They’ve perfected a foolproof trifecta of affordable prices, treasured dishes, and a cult-like following.
Trader Joe’s Exclusive Recipe — Lemon Ravioli and Meatballs
Ingredients:
● One package of Trader Joe’s Ricotta & Lemon Zest Ravioli
● One 25 oz. jar of Trader Joe’s Organic Vodka Sauce
● One bag of Trader Joe’s Organic Baby Spinach
● One package of Trader Joe’s Chicken Meatballs
Recipe:
Step 1 -
Fill a pot with some water and leave to boil.
Step 2 -
While waiting for the water to boil, add your meatballs to a big pan and brown on all sides.
Step 3 -
Once your meatballs are browned, add your ravioli to the pot of boiling water for 3–4 minutes until soft.
Step 4 -
While your ravioli is cooking, add the half the jar of vodka sauce to the pan with the meatballs to heat up.
Step 5 -
Add half the bag of spinach to the sauce and meatballs and cover the pan to wilt the spinach.
Step 6 -
Once your ravioli is done and your spinach is wilted, add your ravioli to the pan and gently coat with the sauce. Serve up and enjoy!
