Looking Ahead
In 2013 Trader Joe’s continued to expand across the nation, more rapidly than in the past, though still at a measured pace relative to most retailers. Based on surveys of employees, Forbes and Glassdoor.com ranked Trader Joe’s on their 2013 list of the “Top 50 Companies to Work For” in the country. Many experts continued to marvel at the firm’s success.68
A feature article in Fortune heaped glowing praise on the company, though it did offer a few words of caution. Writer Beth Kowitt questioned whether the company might lose its “charm” and “quirky cool” as it expanded. One former employee explained, “In the early days we never tried to be the neighborhood store.”69 In other words, he believed the local neighborhood feel of those early southern California stores was more authentic. Kowitt cited other ex-crewmembers who worried about growing bureaucracy at the company, as it implemented new processes and procedures. Gardiner expressed some concern as well. He described how recent changes had led to increased competition among employees seeking advancement.70
Despite those concerns, customers around the country continued to clamor for a new store near them. Julie Merrill created a Facebook page to persuade Trader Joe’s to come to Utah. She attracted nearly 4,000 fans to her page. In June 2012 Julie Merrill heard the news that Trader Joe’s was coming to her state. She described her reaction to the local ABC affiliate, “I was psyched… oh my gosh!”71 Deb Sussman waited in line for hours on November 30, 2012 when the Salt Lake City, Utah store finally opened. She told reporters, “I have written over 50 letters to get them to come here.”72 Many people thought that Merrill or Sussman would be the first customers to enter when the Salt Lake City location opened its doors for the first time. That was not the case. David Stinson walked in first when the store’s captain, Rory Violette, cut a giant lei at the entrance and welcomed customers into the store at eight o’clock in the morning. Stinson had camped out overnight to be first in line, having arrived at four o’clock the previous afternoon!73
Looking Ahead
In 2013 Trader Joe’s continued to expand across the nation, more rapidly than in the past, though still at a measured pace relative to most retailers. Based on surveys of employees, Forbes and Glassdoor.com ranked Trader Joe’s on their 2013 list of the “Top 50 Companies to Work For” in the country. Many experts continued to marvel at the firm’s success.68
A feature article in Fortune heaped glowing praise on the company, though it did offer a few words of caution. Writer Beth Kowitt questioned whether the company might lose its “charm” and “quirky cool” as it expanded. One former employee explained, “In the early days we never tried to be the neighborhood store.”69 In other words, he believed the local neighborhood feel of those early southern California stores was more authentic. Kowitt cited other ex-crewmembers who worried about growing bureaucracy at the company, as it implemented new processes and procedures. Gardiner expressed some concern as well. He described how recent changes had led to increased competition among employees seeking advancement.70
Despite those concerns, customers around the country continued to clamor for a new store near them. Julie Merrill created a Facebook page to persuade Trader Joe’s to come to Utah. She attracted nearly 4,000 fans to her page. In June 2012 Julie Merrill heard the news that Trader Joe’s was coming to her state. She described her reaction to the local ABC affiliate, “I was psyched… oh my gosh!”71 Deb Sussman waited in line for hours on November 30, 2012 when the Salt Lake City, Utah store finally opened. She told reporters, “I have written over 50 letters to get them to come here.”72 Many people thought that Merrill or Sussman would be the first customers to enter when the Salt Lake City location opened its doors for the first time. That was not the case. David Stinson walked in first when the store’s captain, Rory Violette, cut a giant lei at the entrance and welcomed customers into the store at eight o’clock in the morning. Stinson had camped out overnight to be first in line, having arrived at four o’clock the previous afternoon!73
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