Like Fresh & Easy’s 200 US stores, Trader Joe’s strives to sell wholesome food at a low cost. The key difference between the two lies in Trader Joe’s focus on customer experience – the cheery staff wear Hawaiian shirts, morning shoppers get free coffee and kids get rolls of stickers. Over at Fresh & Easy, customers fend for themselves at self-service checkouts.
I don’t know if this is the real reason why Trader Joe’s is beating Fresh & Easy in the battle of European owned stores in the US, but I hope it is. I’m no Luddite, but I freaking hate self-service checkouts. Give me Hawaiian shirts, morning coffee and rolls of stickers any day.