Trader Joe’s just ranked #1 in the 2025 Axios Harris Poll 100—beating Apple, Patagonia, Costco… everyone
No ads. No loyalty program. No e-commerce juggernaut. Just real vibes and a few timeless challenger moves.
At 58 years old, Trader Joe’s is still a textbook challenger brand because it still refuses to play the category’s game.
Why Marketers Should Care
In a world of endless SKUs, loyalty schemes, performance marketing and algorithmic promotions, Trader Joe’s stands out by standing for something real.
No campaigns. No funnel hacks.
Just 4,000 things they love—and a brand people trust to curate the chaos.
5 Challenger Moves to Steal
1. Loyalty Isn’t a Program—It’s an Outcome
No points, no tiers, no gimmicks. Trader Joe’s earns loyalty by delivering delight and human connection, over and over.
For you: Stop obsessing over loyalty programs. Develop an insatiable desire to be worth coming back for.
2. Scarcity Is a Feature, Not a Flaw
Seasonal drops. Discontinued cult favorites. The constant churn creates energy and keeps customers curious, engaged, and talking.
For you: Predictability is efficient. Surprise is sticky. Build in both.
3. Outcurate, Don’t Outscale
While the category chases more SKUs, Trader Joe’s does less, better.
For you: More is seldom more when it comes to consumer choices. Tight focus cuts through noise. Be the brand people remember, not just the one they see.
4. Let Real People Personality Do the Work
No ads. No millimeter-deep influencers. Just real people, simple and transparent dialog, quirky product names, hand-drawn signs, and the weird charm of the Fearless Flyer.
For you: Most brands sound the same, look the same, market the same… are the same. Be the brand that sounds human. Voice is a very underused lever in marketing.
5. Build for Humans, Not Just Efficiency
No self-checkouts. No frictionless “buy now” gimmicks. Trader Joe’s creates community, and people come back for it.
For you: Convenience matters. But connection lasts longer.
What’s the Big Idea?
Trader Joe’s didn’t just win grocery. It won culture, without the budget or the growth hacks.
It’s a masterclass in slow, sticky, sustainable brand-building.
They prove you don’t need to outspend to outlast. You need to matter more.
So, What Can Challenger Brands Learn?
Be Specific, Not Broad.
Narrow focus = strong signal = cult following.
Be Weird on Purpose.
Formulaic = forgettable. Trader Joe’s is joyful chaos. I’ve never left TJ’s without feeling their stoke.
Be Human Everywhere.
From product copy to checkout lanes—tone matters. Personality is a differentiator, not a liability.
Be Ruthless About What You Don’t Do.
No coupons. No ads. No filler. No noise. Become an expert in ruthlessly editing down until you’re left with the essence of a brand.
Final Word: Challenger Brands Don’t Fit In—They Break Out
Trader Joe’s didn’t just outperform every grocer. It outplayed Apple—and did it without the tactics we’re told all day, every day that we need.
That’s what makes it a true challenger brand. Not because it’s small, but because it still acts like it has something to prove.
Now go prove it for your brand.
BONUS: A few years ago, my son Reid—who has autism—interviewed the CEO of Trader Joe’s. His podcast is all about pairing his endless enthusiasm with the people and brands he finds fascinating. It’s worth a listen: the spirit of Trader Joe’s shines through every word. You can find more of Reid’s interviews here.
