If you’ve ever wished for a Trader Joe’s in your town, you’re not alone. People across the country have campaigned for the beloved grocery chain to open new locations in their neighborhoods, writing letters, creating social media campaigns, and even putting up yard signs to grab the company’s attention. But as much as Trader Joe’s appreciates its fan base, it has its own approach to deciding where to open new stores—and community campaigns simply don’t impact that decision.
In a recent episode of the “Inside Trader Joe’s” podcast, hosts Tara Miller and Matt Sloan explained just how the chain selects new store locations. And while the news might disappoint some Trader Joe’s devotees, it also sheds light on the company’s careful approach to expansion.
Why Trader Joe’s Doesn’t Respond to Social Media Campaigns
Trader Joe’s is a brand that has developed a cult-like following, so it’s no surprise that fans are passionate about bringing a location to their city. But according to the podcast hosts, while the company loves the enthusiasm, it doesn’t base its decisions on public campaigns. “While we love the energy and enthusiasm expressed in any of those various social media campaigns, they really don’t have much, if any, impact on what we end up deciding,” Sloan said.
Trader Joe’s has a “Request a Trader Joe’s in My City” section on its website, giving fans an outlet to voice their location requests. However, Miller clarified that requests from fans are not a major factor. Instead, the decision-making process focuses on more practical and business-driven factors.
How Trader Joe’s Chooses Its Locations
For Trader Joe’s, each new store represents a long-term investment, and the selection process is far more complex than just opening up wherever fans demand. According to Miller and Sloan, the decision to open a new location depends largely on factors like population density, traffic flow, and convenience for customers. The goal is to ensure that each new store will be accessible to a large number of people and provide an easy shopping experience.
For example, the company assesses population density to determine whether an area can support a new Trader Joe’s. They also consider whether the community already has a Trader Joe’s within a reasonable distance. If a city already has a store, opening another one nearby may not be in the cards.
Traffic flow is another key factor. Trader Joe’s prioritizes locations with easy access and parking availability. Busy intersections or areas with complex traffic patterns are generally less appealing, as they make it harder for customers to navigate in and out of the parking lot. The company wants each store to be as convenient as possible for its shoppers, even if that means passing on certain locations that may have fan support.
Taking It Slow: Trader Joe’s Cautious Expansion
Trader Joe’s growth strategy is slow and steady. While many grocery chains rapidly expand and open stores in numerous locations at once, Trader Joe’s has a more selective approach. Rather than opening dozens of stores simultaneously, they prefer to carefully open one location at a time, ensuring that each new store is set up for success.
As Miller explained, “Trader Joe’s is looking at 1,000 prospective locations across the country, but don’t expect to see that number of stores open anytime soon.” The company’s goal is to open stores that will thrive for years to come, not ones that will close down shortly after opening.
This cautious strategy is why fans in cities like Albany, New York, and Goodyear, Arizona, are still waiting for Trader Joe’s to arrive. Back in 2008, Albany residents even put up yard signs to try to bring Trader Joe’s to the state capital. Although a Trader Joe’s eventually opened in Colonie, a nearby suburb, Albany itself remains without one. In 2019, Goodyear residents used the hashtag #JoesInGoodyear to encourage Trader Joe’s to open a store there, but the wait continues.
Some Places May Never Get a Trader Joe’s
There are certain areas where a Trader Joe’s store may never open, even in the distant future. During the podcast episode, Sloan mentioned that Alaska and Hawaii are not in Trader Joe’s current expansion plans. “For clarity’s sake, we’re still focused on those 48 contiguous states, the 48 states that are hooked up together with apologies to Alaska and Hawaii,” he explained. So, for now, residents in those states may need to look elsewhere for their grocery needs.
A New Store After a Long Wait: San Francisco’s Hayes Valley Location
In May, Trader Joe’s opened a new store in the Hayes Valley neighborhood of San Francisco after a ten-year wait. The opening was delayed due to legal issues with the store’s developer and the pandemic, which pushed the timeline back significantly. Despite these setbacks, Trader Joe’s ultimately opened the location, showing that when the company decides on a store location, they’re committed to making it work—even if it takes a decade to make it happen.
The new Hayes Valley location is part of a recent expansion effort, with Trader Joe’s planning to open 24 new stores across the country. Of those, seven are planned for Southern California, which is unsurprising given the company’s California roots and strong presence in the area.
So, What’s a Trader Joe’s Fan to Do?
While it may be frustrating to hear that social media campaigns and letter-writing efforts don’t influence Trader Joe’s expansion plans, understanding the company’s approach can offer some perspective. Trader Joe’s is focused on long-term success and sustainability, and their cautious approach to new locations has been a big part of their success.
If you’re eager to see a Trader Joe’s in your area, the best thing you can do is use the “Request a Trader Joe’s” form on their website and hope your location checks the right boxes when they evaluate new stores. In the meantime, exploring Trader Joe’s products at a nearby location, even if it requires a bit of a drive, might be your best option.
The Bottom Line: Trader Joe’s Expansion, Their Way
Trader Joe’s has built its reputation not just on unique products and low prices but also on a thoughtful, deliberate approach to business. This includes everything from store layout to the selective process they use when choosing new locations. While it may not align with the immediate desires of their fan base, Trader Joe’s cautious expansion strategy allows them to ensure that each store will be successful for the long haul.
So, while your city may not see a Trader Joe’s pop up soon, it’s clear that the company has its reasons for sticking to its methodical process. And if that means you need to make a Trader Joe’s run a little further from home, you can be sure it’s part of their plan to maintain quality and longevity—one store at a time.
