Tim May
2008-02-23 19:34:31 UTC
I've found that Trader Joe's makes great frozen pizza and their crust
is, for me, a cut above most others. Very thin and crispy, and
serves a little dusty. Best when baked directly on the rack.
I miss Trader Joe's! There used to be one right down the street from me inis, for me, a cut above most others. Very thin and crispy, and
serves a little dusty. Best when baked directly on the rack.
Long Beach, CA. I've gone without one for about 15 years now. Sigh.
ones are now the size of supermarkets of the 1980s, typically, about
20,000 square feet or larger. (Supermarkets have been getting bigger,
with the new footprint typically pushing 50,000 square feet.)
Personally, I've found TJ's way too limiting in selection. The nutshell
idea is this:
In even a mundane Safeway (or Ralph's or Publix or whatever your
regional megabrand is), the _salsa_ aisle will have dozens of different
kinds of salsas, from canned sauces from Mexico like Herdez Salsa
Casera to little bottles of hot sauce from various places to jars from
La Victoria, Pace, Ortega, even El Torito and Taco Bell. And even big
64-ounce plastic bottles. (My standard is the large plastic bottle of
La Victoria Medium.)
My new mega-Safeway (55,000 square feet) even has an entire shelf lined
with what used to be found only in "spice stores," that is, specialty
bottles of habanero and fruity and other exotic salsas. Even my
favorite Jamican jerk seasoning, which Trader Joe's certainly does not
carry.
Meanwhile, over at Trader Joe's, the salsa selection is basically
limited to a small handful of "in house brands," usually with something
cutesy like "Trader Jose's Verde Chili Salsa."
I've tried all of the 4-5 varieties of salsa that TJ's sells and they
are all terrible to my taste. Most are overly salty.
Which is fine, in a normal store. In a normal store, I would just pass
them by. But in TJ's, this is it. It's TJ's way or it's the highway.
In Safeway, there would be a vast selection. And in even more upscale
stores, like Whole Foods or my local yuppie store ("Deluxe Foods," in
Aptos, California), a wide variety of specialty salsas. Along with the
basics (Ortega, Pace, La Victoria, Herdez, etc.).
Another example is horseradish sauce. Most supermarkets have several
different vendors, from Beaver to Mezzetta's to Kraft to Boar's Head.
And in different styles, from pure grated to cream-style. And even in
different intensities of flavor. Not so Trader Joe's. One lone style of
horseradish. Last I was there, it was at least not some in-house brand
with a cutesy name (such as "Trader Johanne's Authentic German
Horseradish"). No, at least I found Mezzetta's, which is OK, though not
as good as Boar's Head.
Some things Trader Joe's does very well. The problem is that I don't
want to buy a few things at Trader Joe's and then head over to a
normal supermarket.
Costco suffers from the same problem. Instead of a whole aisle of
various kinds of canned beans or baked beans, there will be a large
pallet of "Stagg Baked Beans" or whatever. Well, gee, maybe I want
Hunt's, or Del Monte, or specialty beans. Nope. It's the Costco way or
the highway.
"Da, Comrade, this month we have pallets of Fred's Original Baked
Beans."
I have a strong suspicion that the Soviet-style selection choices of
both of these store chains--TJ's and Costco--are going to have to
change if they are to compete with the newer and much larger
supermarkets and with upscale competitors such as Whole Foods.
--Tim May