...or will its growth force it to act less like a neighborhood store - and more like a large corporation?

A recent piece by Fortune took a behind-the-scenes look at the business of Trader Joe's the only way a journalist can when their subject will not speak to the press – conducting their research via former executives, competitors, suppliers and industry analysts. Trader Joe's is fascinating to many because of its quirky, neighborhood charm, coupled with the quality, variety and ‘artisan' appeal of the products they carry – much of which is cherished by the cash-strapped student and the more worldly professional alike. But with its continued expansion and growth, Trader Joe's is attempting to accomplish what many a ‘Starbucks' or ‘J. Crew' have been challenged with – to act ‘small', in spite of being ‘big'. In order to maintain its brand personality and appeal, Trader Joe's must strive to maintain its small, neighborhood-store vibe with customers.

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