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Article: Trader Joe's is able to expand in the Bay Area by shrewdly sticking to its winning niche market
- Article from:
- Oakland Tribune
- Article date:
- February 4, 2007
- Author:
CopyrightCopyright 2007 Oakland Tribune. Provided by ProQuest LLC. (Hide copyright information)
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FOR MARNAIE YARNER of Walnut Creek, shopping at Trader Joe's is
an experiment. She goes to the one in Walnut Creek at least once a
week and leisurely browses the aisles, scanning shelves for
something to catch her eye.
"I come here to find interesting food," Yarner said. "The prices
are low, so you don't feel like you're losing a lot of money if you
don't like it."
Like Yarner, millions of shoppers nationwide are attracted to the
eclectic, reasonably priced and healthy-lifestyle offerings at
Trader Joe's, giving the chain a strong cult following.
While grocers such as Andronico's and Albertsons have scaled back
in recent years, Trader Joe's has 10 stores in the East Bay and six
in San ...