Trader Joe's is a small supermarket chain that has developed a winning formula for its growing number of stores by offering an inventory of innovative products – most are store brands –  for reasonable prices in a quirky shopping environment that keeps its customers coming back. Despite the underlying corporate aspect that drives the business, each store manages to pass itself off as unique in some way, giving people the feeling that they're being welcomed into their own distinctive neighborhood store. Based on our own experiences at their first NYC location on 14th Street, one need only look to the checkout lines – sometimes wrapping around the entire store – for confirmation of the Trader Joe's phenomenon.

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