What Trader Joe's can teach your startup about personality

I live across the street from a Trader Joe's and prior to that lived near the headquarters of the highly regarded Wegman's grocery store chain that has been named one of the ‘100 Best Companies to Work For’ by Fortune magazine for something insane like 14 consecutive years.

The contrast between the two is STARK. Trader Joe's wins hands down.

Both stores built up a great consumer brand, known for their service, but how they did it mattered.

I had close friends at Wegman's who literally hated going to work because customers walk all over the employees. Whereas at TJ's, you feel like the employees are actually your helpful friends--people you'd never take advantage of but can always count on. Big difference.

At least this place looks a lot warmer than the creepy smiles and conversations that my local supermarket started employees on. I presume forced-happy looking employees are better than genuine ones (looks like Joker replaced Batman).

The local smaller shops are pretty warm despite many customers, although not as massive as TJ that I know of. I could be deceived!

I was in a TJ's awhile back. Some employees were wheeling stock in and out of the back room. Two of them nearly collided.

"Almost got ya!"

"So close!"

"Maybe next time."

I mean, the assholes who work at my Safeway might have come to blows over this non-issue. But these guys were cheerful and just having a good time. I love Trader Joe's. It feels great to be there. It impresses the hell out of me that they can scale this feeling with so much success across hundreds of stores. Some are better than others but I'll always take a TJ's over any other grocery option.