Trader Joe’s
Background
Trader Joe’s, while ranking 8th in brand awareness with 73%, holds a more niche position in the competitive grocery market compared to giants like Walmart, Target, and Sam’s Club. Despite its strong brand recognition, it lags behind in popularity and usage, with only 22% of consumers actively shopping there. While Walmart dominates both awareness and usage with a commanding 69% popularity, Trader Joe's has a unique appeal, offering a specialized, community-focused shopping experience that sets it apart. However, the gap in both popularity and usage suggests that there is an opportunity for Trader Joe's to strengthen its customer engagement strategies and expand its presence beyond its loyal base.
Challenge:
Convince shoppers already in the grocery market to explore Trader Joe's by emphasizing its unique, exciting food options that stand out from competitors.
What we know about Trader Joe’s:
Trader Joe's sells traditional and unique food items, including seasonal products.
The store has a friendly, welcoming, and quirky vibe, creating a community feel for its consumers.
Trader Joe's audience includes health-conscious shoppers, food lovers, and people looking for affordable grocery options.
What we found:
According to Attest, over 70% of Gen Zers like finding food content on social media channels, aligning with the idea that social media pages wield significant influence over what this generation eats.
According to an Attest survey, Gen Z is much more likely to be aware of and try different food trends with 84% of Gen Zers having tried at least one food trend in the last year. They love trying new food and are looking to explore and expand their food palette with close to 3 in 4 looking for meals with unique flavors or different cuisines.
According to Home Run Inn, 49% of Gen Z lack cooking skills despite 47% identifying as “foodies.” They cook an average of 5.9 days a week, with 60% depending on recipes for guidance.
The Consumer
Wendy, 25
Chicago, Illinois
Accountant
Truth
Trader Joe’s is full of fun, unique, and unconventional products.
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Wendy is creative, organized, and adventurous but also values strategy and routine. She appreciates consistency, quality, and reliability in her decisions, sticking to what she knows but occasionally seeking out new experiences.
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Wendy thrives on planning and enjoys routines that ensure consistency and practicality. She loves balancing her practical essentials with opportunities for small adventures or unique options that add excitement to her daily life.
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Wendy wants to step out of her comfort zone and try new things but sometimes struggles to figure out how. The overwhelming number of options can make her hesitant, leaving her unsure of where to start or what choices are best for her.
Tension
Despite the excitement of trying unique products, I never know how to use them.
The Opportunity
Curiosity tastes better than perfection.
According to Dairy Farmers of America (DFA), traditional meals are a thing of the past. Driven by busy lifestyles and internet exposure to new, diverse food, Gen Z is reshaping traditional meals. They're consuming snacks 53 times more than traditional meals, prioritizing the freedom to eat whenever and wherever they want. Despite eating on the run, they remain adventurous food enthusiasts, embracing the foodie movement by willingly exploring unfamiliar cuisines and viewing culinary diversity as a form of cultural expression.
“Just as there are only so many notes or colors, there are only so many flavors- it’s how you combine them that sets you apart.”
– Wolfgang Puck
Frankendinner: Your Meal, Your Rules
Strategy
Mini Manifesto
At Trader Joe’s, the best meals are experiments. We bring the concept of “girl dinner” to the next level by turning snack plates and pantry items into something unexpected. “Frankendinner” is the idea that combinations like cauliflower gnocchi in stir-fry or curry on pasta aren’t accidents, they’re the point. Meals are meant to be reimagined, reconstructed, and sometimes a little weird. It’s all about following your instincts and turning “I wonder if…” into “I can’t believe how good this is.” Your pantry isn’t a set of rules; it’s a place to try and create new things. Trader Joe’s is a place where you can turn random ingredients into frankendinner.
Creative
The Frankendinner Creator
This AI-powered quiz generates personalized "Frankendinner" meal ideas just for you. Available on Trader Joe’s website under the recipes section, the quiz offers fun and creative meal suggestions based on your available ingredients and dietary preferences.
Social Posts
Interactive Stories + Cooking Series
This interactive Instagram series invites fans to submit their favorite or wildest Frankendinner ideas, whether it’s a creation they’ve tried or one they’re curious about. Fans can submit their ideas in the comments or through Trader Joe’s stories, and the most creative entries will be brought to life in Instagram videos featuring Trader Joe’s employees as they assemble and taste-test these unique meals.
