"It's like a courtship..."

"It's like a courtship," Roter said. "A smart company like Trader Joe's is not going to act impulsively. This is merely a process we're going to pursue over a period of time." That's what a fellow Trader Joe's fan who is trying to "woo" TJ's to Albany, New York through a letter writing campaign told the Business Review. I couldn't agree more.

I've been away from this project for a little while and dealing with more day to day stuff (and let's make it official that regular weekly posts are unlikely, although sometimes you can expect several in a week--look to the right and subscribe to my blog and then you won't miss a post!).

So when I did my standard "trader joe's nashville" google search last night to see what I've been missing, I was a little surprised by all the letters to the editor and comments in the Tennessean about feasibility. Everyone seems so certain of their position about the likelihood or lack thereof.

I suppose I am guilty of that, too. I am certain TJ's will open up shop here eventually. What I become less sure of is if I will care anymore by the time they decide to grace us with their presence. As I have reported here previously, other grocers are starting to wake up and recognize that they can do what TJ's does, too. While I am doubtful that these grocery retailers will do it with such panache, I do have to wonder if in 5 years or so we are going to have options that leave us somewhat underwhelmed when TJ's does finally come to town.

Don't get me wrong, I'm not abandoning the cause. I still think Trader Joe's is the best grocery shopping experience that I've ever had (allow me to reiterate that I have never been to a Wegman's, so you don't need to sing me those praises), but I do find myself wondering if I will always feel that way.

OK. So, this doesn't sound like the cheerleader post that I was aiming for originally. In that post, I wanted to convey that [1] no one expects things to change overnight; [2] we're going to keep pushing for a TJ's and hope that the effort will make them show up a bit faster than they would have otherwise; and [3] the only people who know for sure when or if TJ's is coming to town is TJ's and even then, you often get different information from different folks (although they have consistently said that we aren't in the 2 year plan, it becomes unclear after that with different reports from different corporate employees about whether we are in the 5 year plan).

But, I hope you'll recognize that this post is also meant to convey hope of another kind. There is a clamor in Nashville for the kind of shopping experience that Trader Joe's offers. Someone WILL answer that call. It's basic economics: supply and demand. So, please, if you haven't already demonstrated your demand for affordable, quality groceries in Nashville, please sign the Trader Joe's petition.

Based on the hits on this blog, I can guarantee you that they aren't the only grocery chain paying attention. And I mean, hey, if this is a courtship, maybe we will have to resort to a little hard-to-get action to get what we want. I didn’t just write that, did I?

Beat Austin? Check. What's the Next Move?

While I will feel a little more confident when the lead is more significant, WE DID IT. We have replaced Austin as the current online petition with the most signatures (as far as I can tell). So, what’s the next move? In the words of another TJ’s fan that contacted me last week, “Is there a great plan behind this?”

I don't have a grand plan, but I do have some ideas for next steps. I think we need to find some folks with commercial property for sale or lease that would be a good fit in terms of location and square footage and we need to get them involved in the process of “wooing” Trader Joe’s (that’s the company's language for it). Additionally, we need to make connections with individuals in the commercial real estate business to do some research on locations and demographics and contact the company with suggestions.

While I appreciate people throwing out potential locations, what we really need is for a few individuals to take action and contact the owner(s) of the locations that you think would be a good fit.

I also think that we need to use the petition to leverage local decision makers (elected officials, chamber of commerce, etc.) to reach out to Trader Joe's as well. If we can get some business folks and some politicians working on it, I think it will be a nice complement to the more grassroots people power approach.

Anyone want to join me in this phase? Send me an email. I’m not particularly connected when it comes to commercial real estate professionals or chamber folks. I could use your help!

Thanks, to everyone who helped us reach the small goal of beating Austin. With that success under our belt, let’s keep the ball rolling.

Publix creating their own version of Trader Joe's?

In the quickly changing world of organic / health food stores, it seems Publix, the largest conventional grocery retailer in the southeast, has decided to enter the fray. According to Business Week, Publix is opening a series of GreenWise stores with private label products and convenience foods, not unlike Trader Joe's.

Zac Bissonnette, over at BloggingStocks--a site I have been enjoying recently, notes the apparent similarity in approach, and suggests, "If Publix can come close to creating the Trader Joe's atmosphere, Whole Foods better look out."

A particularly entertaining quote in the Business Week article from a Mintel International Group market research analyst, Marcia Mogelonsky, appears to take a not so subtle jab at Whole Foods (commonly known as 'Whole Paycheck' to those unimpressed by their prices): "Prices really draw in consumers. Most consumers can't go out and spend their whole paycheck on natural products."

Publix appears to be testing the waters in Florida with one 39,000 square-foot store opening in Palm Beach Gardens and plans for at least 3 more in the works.

Whole Foods might not be the only one who should be worried. Might I suggest to Trader Joe's that you make your entrance into the Middle Tennessee market before GreenWise gets here? We're desperate for you now. We may not feel so forlorn if we have other options.

We're in the Top 25 Petitions, again!

Our petition is in the top 25 petitions at Petitions Online, again!

Also, I don't know if it means anything, but I thought it was interesting that the blog had a visitor from Germany this morning. For those who don't know, Trader Joe's is owned by The Aldi Group, which is based in Germany.

Might be nothing, but it is fun to speculate.

Austin--You Know You Want to Beat 'Em!

OK folks, we are SO CLOSE. We are less than 200 (update on 9/29/07: make that less than 30, now) signatures away from surpassing Austin in their petition gathering.

They have been gathering signatures since 2006. We have been doing this for 5 freakin weeks!

A big shout out to the Tennessean for helping us garner a TREMENDOUS number of signatures in a short time (over 400 today!) Having the link to the petition in the article was very helpful. THANK YOU!

Nearing 2000!

Last night, I took a look at the petition and was like, "Hey, we are up to 1700. Cool."

This morning, I took a look and was like, "Whoa, we're over 1800. What happened?"

Then, I took a look at my email and my sister had written to let me know there was a screenshot of the petition on the front page of the Living section in the Tennessean. Having just gone to the website, we are also on the homepage of the online version.

[Update: As of the afternoon, it was moved to the the living section online.]

THANK YOU, TENNESSEAN!

Now, a few hours later, we are approaching 2000!

I was recently considering cancelling my subscription to save some bucks, since we get it at the office, too. You've just saved yourself at least one subscriber!

Petition Stats

200 signatures in first 12 hours
300 signatures in first 24 hours
400 signatures in 4 days
500 signatures in 5 days
600 signatures in 6 days
1000 signatures in 9 days
1200 signatures in 2 weeks
1400 signatures in 4 weeks

(update on 9/26/07)
1700 signatures in 5 weeks
(Thank you for the bump, All the Rage!)

(update on 9/29/07)
2300 signatures in 39 days
(Thank you for the bump, Tennessean!)

All the Rage "breaks the story"

So, this petition is almost one month old now and I have to admit I have been pleasantly surprised at the results. I certainly never expected to get over 1450 signatures in one month.

I have been lame about promoting it. I never got around to writing a press release, but one reporter found me and did a little piece on it: Will Trader Joe's Pick Nashville?

I hope we can get some more coverage. Maybe, I'll get off my butt and write that press release. Maybe...

What's Your Favorite TJ's Product and Does it Travel Well?

It's been so long, I'm not going to remember the cutesy names for them, but here are some of mine:

Travels well
Lemon Curd (I just tried this for the first time)
All the great marinades (we have a full pantry of them-Thai Yellow Curry is most excellent: mix it with an instant peanut sauce and I can almost make massamun curry without effort)
Garlic Mashed Potato Mix
Macaroni & Cheese (maybe that sounds crazy, but our little 3 year old connoisseur can most definitely tell the difference and often eschews other brands, even Annie's)
Dishwashing and laundry detergent

Not appropriate for long hauls
Cilantro and Chive Yogurt Dip (I guess this could be done with an ice chest, but we are usually asking a relative to bring things to us, and getting them to add an ice chest into the mix seems a little beyond the call of duty)
Frozen shu mai
Frozen quiche -- including 3 yummy flavors (Prelude to a Quiche, I believe)
Frozen Chicken Enchiladas
Frozen Chicken Burritos
Frozen Steak Burritos
Frozen rice and noodle bowls (there were a variety of these)

Yeah, I like convenience foods. Devoting time to cook and clean up a bunch of pans is just not something my family can/will deal with right now.

The unfortunate part is that most of them are frozen. Which is what is so frustrating about not having a TJ's close by. If I could just road trip and stock up several months supply of my favorite foods, it wouldn't be intolerable. But am I supposed to bring a freezer with me?!!

Is there anybody out there?
How about you guys? I'm sure I have forgotten a lot of the things that I used to buy. I'm not sure being reminded of it will be good for my mood (sorry about the recent negativity, folks), but I would love to come up with a topic that people would respond to!

No, They ain't Wegman's

In the few weeks since I started this petition, I've heard a lot about Wegman's. A grocery store chain based in a handful of Northeast and Midatlantic states, it apparently makes people swoon even more than TJ's. You can go to this Nashville Scene blog for a little more of the local conversation.

They have been rated one of the Fortune 100 Best Companies to Work For EVERY year since 1998. This year, they were named one of the World's Most Ethical Companies by Ethisphere Magazine (quick poll--how many of you have heard of this magazine?--I mean, I like to think I keep up on social justice publications, but I guess not).

One thing that I will say about Wegman's, they COMMUNICATE, which is something I wish TJ's would master. You can go to Wegman's website and see their UP TO DATE expansion plans. With one little sentence, they make things very clear: "Today, we have stores in New York, Pennsylvania, New Jersey, Virginia and Maryland, with no plans at the moment to expand beyond those five states."

While I know this may dash the hopes of those wishing for Wegman's, at least you know what to expect. With TJ's there's this constant rumor mill that, as far as I can tell, is only fueled by conversations with their corporate offices or their staff at other stores. One person will be told that a store will open in Cool Springs or Franklin in 2008. Another will say that Middle Tennessee isn't even included in their long range (5 year) plans, and that maybe we will get one in 7 years. One person will be told it is the liquor laws that's keeping them away (based on their stores in other states with similarly ridiculous liquor laws, I know this to be a falsehood). Another will be told that has nothing to do with it, but that there isn't an adequate distribution set up within one day's drive (even though they can manage distribution 4 hours away in Atlanta).

Now, I understand the need for secrecy when you are concerned with competition. Let's get real, though. TJ's doesn't have any true competition in most parts of the US, and as we have seen, Wegman's expands at an even more leisurely pace. Whole Foods is rightly concerned about TJ's, as they charge astronomical prices in the absence of such competition. But what does TJ's have to fear?

If I seem a bit impatient, well, I am. It has more to do with not getting the straight scoop than waiting for the store to come. Having been told by another TJ's fan last night that she spoke with corporate yesterday and was told we might be waiting 7 years, when they neglected to mention that to me when I talked to them 2 weeks ago, is a bit irritating.

So, while I have never set foot in a Wegman's, I am already a fan of their quality of communication, something TJ's appears to need to work on.

Promises, Promises

I admit it. I broke my promise. I said I would post here at least once a week on Fridays, but last Friday it didn't happen. My apologies to anyone out there who might have actually noticed. I will blame it on extenuating circumstances and leave it at that.

But hey, it's not like I'm running for Mayor or something. Seriously, I will make an effort to keep up the minimum weekly post.

And if you haven't done so already, GO VOTE TODAY!

Trader Joe's Rants

OK, These posts from the Best of Craigslist just crack me up, so I had to share:

A Breakup Note to Trader Joe's

Rant- Trader Joe's

Rated in Top 25 Petitions Twice in 10 Days

Our Bring Trader Joe's to Nashville petition has seen so much action that it has made Petition Online's Top 25 Petitions List twice in the past 10 days, once on August 23rd and again today, August 31st.

You guys rock!

(I would add a link, but the list changes daily...)

The Scoop

OK, folks. I just got off the phone with Kelly in Customer Service from Trader Joe's Corporate. Here is what I learned:

1. Nashville is not included in the 2 year plans for expansion but,

"We will be moving that way, for sure."

I couldn't get more info about time-frame, but the confirmation that they are looking our way leads me to say, "Yippee!" as well as to say, "Told you so!" to the naysayers who said Trader Joe's would NEVER come to Nashville.

2. Liquor laws have absolutely nothing to do with where they expand. I thought that was a myth, but it is nice to have confirmation.

3. The roadblock is the creation of a distribution network for the area. This includes (but is not limited to) building / buying a warehouse that TJ's operates that is within at most a day's drive of the store. They wish to keep other aspects of their distribution process private, so that is the most I could get on that front. [I have had it suggested by someone who claims ties to the CEO that an inadequate supply of local vendors is part of the problem, but Kelly seemed to dismiss that.]

4. Location Request Forms filled out at Trader Joe's website go directly to the real estate department. She said it is the best department with which to communicate about such matters (FYI: they are the folks that I alerted about the creation of the petition last week).

5. Her response to having over 1000 signatures in 9 days: "Oh, wow!"

So what's the bottom line? I say we keep doing what we are doing with the petition and perhaps also each fill out the form at the website (above). If you've already done it, don't do it again. We don't need to antagonize them, just let them know we are waiting.

It also sounds like the real estate department could also benefit from information about specific properties in parts of town where we think they should expand.

It might even make sense to provide suggested locations for warehouses (so, for example, if they wanted to put in a warehouse in the Middle Tennessee area, it could service East and West Tennesse and also states north and south of us). I don't have specific requirements like square footage, but you can always call TJ's Corporate at 626-599-3700 if you think you have a good lead.

Will any of our efforts speed things along? I don't know. But I figure, it doesn't hurt to try!

Woo-Hoo! 1000 signatures in 9 days!!

Nashville rocks more than I knew!

We just hit one thousand "signatures" a few minutes ago after only nine days!

I'll be calling Trader Joe's Corporate in the morning to let them know and to try to get the skinny on what they are thinking.

But we're not done yet! We still have to beat the pants off of Austin, so we're not even halfway yet. KEEP IT UP!

Let the Battle Begin: What Part of Town?

Yeah, I want it to come to East Nashville. But I what I NEED is for it to be close enough that I can dare to buy frozen foods. Holy smoke, I miss those little frozen quiches--Prelude to a Quiche, I think it was called--and they better still carry them WHEN (no, ifs here, buddy!) TJ's comes to Nashville!

Based on the way I have seen TJ's enter a market, they are likely to set up shop in the wealthier suburbs in a strip mall type location, often near an already existing competitor like Whole Foods or Wild Oats (or in our case, I would say that category includes Harris Teeter).

To me, this would suggest that the following areas are the most likely contenders: Cool Springs, Green Hills or Franklin.

There are some other possibilites such as Hillsboro Village, Brentwood, Belle Meade, and even Hendersonville, but I think they are second tier candidates.

I do think East Nashville could be in the running for a subsequent store. This effort started in East Nashville, and I think that says something.

But I don't know everything. What do you think?

Let's Kick Some Austin Butt!

It's funny that I didn't realize that Austin was doing the same thing on the same website when I created our petition. We even used the same language in the title. Creepy!

What's more, their effort has been going on since 2006. They had about 1200 signatures on July 31st of this year. Then an article came out http://www.detnews.com/apps/pbcs.dll/article?AID=/20070731/BIZ/707310322/1001 that discussed Whole Foods versus Trader Joe's (with regard to the proposed merger of Whole Foods and Wild Oats and the Whole Foods claim that Trader Joe's is the chain's most serious competition).

The article profiled the Austin petition because it just happens to be the home base for Whole Foods. Since the article came out, their petition has blossomed to over 2200 signatures.

Let's kick their butt!

Where should we publicize this petition?

Let's make distribution of the Tear Off Posters and Palm Cards a priority. Where do you think they should go?

Over the course of the next week, I plan to saturate the East Nashville and Inglewood area businesses and the Vanderbilt Campus with these things. I've got general ideas like Green Hills and Hillsboro Village, but would love specific suggestions.

Where else should they go? I have lots of "propaganda" already printed and ready for distribution.

I would love to make contact with folks like those from Nissan that have lots of transplants to the area in order to help you spread the word at your respective locations.

I'd also love to touch base with folks in some of the outlying areas like Franklin, Cool Springs, Murfreesboro, Hendersonville, etc. (please take no offense if your area wasn't listed!) to see if you could do some simple distribution in your area.

I'm also hoping to get a press release out this week. I've already touched base with a couple of reporters, so we'll see.

We've gotten over 600 signatures in 6 days. That's pretty cool!

Posts to Look Forward to: Ideas for Discussion

Where are some good places to distribute the posters and palm cards?

Where (generally or specifically) do you think TJ's should locate in the Nashville area and why?

What do you miss most about TJ's?

Share your story about the lengths you or your family/friends go to in order to satisfy your TJ cravings with long distance order fulfillment.

What are some of your ideas for media gimmicks to get noticed by the TJ Corporation?

What are some statistics and general attributes that you think TJ's would find compelling?

Your Idea Here (just share it)

What YOU Can Do to Make IT Happen!

1. Sign the petition

2. Get family and friends to sign the petition

3. Forward the petition url to listservs you are on and other folks you know (think work, church, book group, neighborhood group, etc).

4. Print out and distribute the Tear Off Poster and Palm Cards (think work, coffee shop, restaurants, other grocery stores, bookstores, etc):

5. If you have a blog or website, help get the word out by adding a link to the petition or this blog.

6. Come back here once a week so that we can stay organized to take action. I promise to put up a new post every Friday (if not more often).

Welcome to my blog -- it's under construction

Greetings, fans of Trader Joe's. We unleashed a petition to get Trader Joe's to come to Nashville yesterday and we just hit 300 signatures already.

You can find that petition here:

http://www.petitiononline.com/tjsnash/petition.html

I hope we can use this site as an opportunity to spread the word, answer questions and share strategy ideas. I imagine we'll find other uses as we go along. I'm new to this whole blogging thing, so I welcome your advice and assistance and ask for your patience.

Thanks to the many folks who have offered their assistance to this effort and to everyone who signed the petition. Hopefully, we can increase the availability of affordable, quality groceries in Nashville in the near future.

If you don't know much about Trader Joe's, here are some websites and articles that may explain what all the fuss is about:
http://www.traderjoes.com/

http://www.traderjoesfan.com/

http://www.trackingtraderjoes.com/

http://www.slate.com/id/2138178/

http://cardhouse.com/a/joes.htm

http://www.bloggingstocks.com/2007/04/11/whole-foods-vs-trader-joes-battle-of-the-brands/

http://www.allbusiness.com/marketing-advertising/channel-marketing/219840-1.html

http://www.philadelphiaweekly.com/view.php?id=6100

Well, that's enough for now...

Carol