I live about two hours from the closest Trader Joe’s. It’s in Raleigh on Wake Forest Road. I only recently discovered Joe’s, and I am a monster fan! So are the other customers who pack their aisles, and purchase the TJ brand of goodness. The products are great, reasonably priced, and their people are always happy to see you. Happy in a genuine, deep rooted, I am here for you sort of way. That kind of happy that makes you happy. “You there, with the sign! Yes! You can help me!!” Sometimes, I ask for help just to see how darn nice they’re going to be to me. “Follow me Traders Joes customer, and I will take you to that which you seek!” I LOVE THAT! Hey Traders Joe team members…I love you back! How do they do it? Is there a profile prospective employees must meet? Is it part of an orientation process? Whatever it is, when you are at Trader Joe’s, you are surrounded by goodness! The effect it has on their loyal customers is obvious. They’re happy! You’re happy! And the depth of their product knowledge is beyond comparison. Simply asking a helpful employee for a pasta recommendation can broaden your pasta horizons tenfold. When Trader Joe’s opens in a market, I understand that they do no advertising (a move I do not advocate for 99% of the businesses I know). Link: http://money.cnn.com/2010/08/20/news/companies/inside_trader_joes_full_version.fortune/index.htm‍

Seems that their Cult of Patrons knows they have arrived, and they are lined up by the hundreds when the doors open. A recent store opening Wilmington, North Carolina had people beginning to line up 2 ½ hours before the store even opened—the first person in line arrived at 5:30 in the morning. http://www.starnewsonline.com/article/20121130/ARTICLES/121139987?p=1&tc=pg

‍Positive cult brands bring us together. They become woven into the fabric of our lives. We become fans, and we share the experience with those we know. “Have you shopped at Trader Joe’s?” The normal reply is, “I LOVE TRADER JOE’S!!” In Trader Joe’s World, we are all friends. We act like the people our parents wanted us to be. We are gracious, thankful, and welcoming. Do your customers enjoy the same experience? Want to create fanatical fans like Trader Joe’s fanatics? Simply execute the basics: Be Kind. Be helpful. Be diligent. Be genuine in your tasks. Most importantly, make sure EVERY member of your Team willingly embraces the amazing culture you want to grow. It’s like that in a Traders Joe’s World…. - Mark Storie