In this world, there exist two kinds of people: those who love Trader Joe's and those who have never been there. Five years ago I had never even heard of the place. Two years ago, I knew of it but had never entered its hallowed aisles. Now, I have become a fervent convert to the Church of Saint Joe, willing to take up sword and spear--most likely, but not necessarily, metaphorical--against the heretical sects who worship Whole Foods or Fresh Market.
Why? What makes normally sane people (me excluded, of course) go gaga over a Polynesian-themed shop that peddles gourmet popcorn and low-cost organic yogurt? Fortune explains.
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