Stephen Dubner

Things like choice architecture and decision theory. Things like nudging and an embrace of experimentation. In fact, if Freakonomics were a grocery store, it might be a Trader Joe's, or at least try to be. It's like a real-life case study of behavioral economics at work. So, here's the big question. If Trader Joe's is really so good, should their philosophy be applied elsewhere?

Things like choice architecture and decision theory. Things like nudging and an embrace of experimentation. In fact, if Freakonomics were a grocery store, it might be a Trader Joe's, or at least try to be. It's like a real-life case study of behavioral economics at work. So, here's the big question. If Trader Joe's is really so good, should their philosophy be applied elsewhere?

Things like choice architecture and decision theory. Things like nudging and an embrace of experimentation. In fact, if Freakonomics were a grocery store, it might be a Trader Joe's, or at least try to be. It's like a real-life case study of behavioral economics at work. So, here's the big question. If Trader Joe's is really so good, should their philosophy be applied elsewhere?

Should Trader Joe's, I can't believe I'm going to say this, but should Trader Joe's be running America?

Should Trader Joe's, I can't believe I'm going to say this, but should Trader Joe's be running America?

Should Trader Joe's, I can't believe I'm going to say this, but should Trader Joe's be running America?

I first got interested in Trader Joe's around 15 years ago. I'd never been to one of their stores, but I had a general impression. Cheap and cheerful, relatively laid back and sort of groovy for a grocery store, apparently a reflection of its surfy California roots. Also, not aggressively health conscious, but leaning in that direction.

I first got interested in Trader Joe's around 15 years ago. I'd never been to one of their stores, but I had a general impression. Cheap and cheerful, relatively laid back and sort of groovy for a grocery store, apparently a reflection of its surfy California roots. Also, not aggressively health conscious, but leaning in that direction.

I first got interested in Trader Joe's around 15 years ago. I'd never been to one of their stores, but I had a general impression. Cheap and cheerful, relatively laid back and sort of groovy for a grocery store, apparently a reflection of its surfy California roots. Also, not aggressively health conscious, but leaning in that direction.

And then I read a Wall Street Journal article about a German grocery chain called Aldi that was ramping up its U.S. expansion. Aldi is a super cheap, super generic grocery store. 95% of its products were house brands. And it was beating even Walmart on price. The article said the Aldi chain had two branches back in Germany, separately owned by two wealthy brothers named Albrecht.

And then I read a Wall Street Journal article about a German grocery chain called Aldi that was ramping up its U.S. expansion. Aldi is a super cheap, super generic grocery store. 95% of its products were house brands. And it was beating even Walmart on price. The article said the Aldi chain had two branches back in Germany, separately owned by two wealthy brothers named Albrecht.

And then I read a Wall Street Journal article about a German grocery chain called Aldi that was ramping up its U.S. expansion. Aldi is a super cheap, super generic grocery store. 95% of its products were house brands. And it was beating even Walmart on price. The article said the Aldi chain had two branches back in Germany, separately owned by two wealthy brothers named Albrecht.

and that one of those branches also owned Trader Joe's. I found this fact surprising only because when I think of German business practices, I don't think of a groovy, earthy, crunchy, California surfy vibe, but there it was.

and that one of those branches also owned Trader Joe's. I found this fact surprising only because when I think of German business practices, I don't think of a groovy, earthy, crunchy, California surfy vibe, but there it was.

and that one of those branches also owned Trader Joe's. I found this fact surprising only because when I think of German business practices, I don't think of a groovy, earthy, crunchy, California surfy vibe, but there it was.

I also learned that Trader Joe's stores were much smaller than typical supermarkets, that they had their own way of doing things, and that places without Trader Joe's often started petitions to bring one to their town. It was a sort of loony devotion usually reserved for sports teams or your favorite band. What kind of grocery store has a following like that?

I also learned that Trader Joe's stores were much smaller than typical supermarkets, that they had their own way of doing things, and that places without Trader Joe's often started petitions to bring one to their town. It was a sort of loony devotion usually reserved for sports teams or your favorite band. What kind of grocery store has a following like that?

I also learned that Trader Joe's stores were much smaller than typical supermarkets, that they had their own way of doing things, and that places without Trader Joe's often started petitions to bring one to their town. It was a sort of loony devotion usually reserved for sports teams or your favorite band. What kind of grocery store has a following like that?

And then when I learned that Trader Joe's outsells all other grocery stores per square foot, I really started paying attention. Then one opened up near my office here in New York. I started shopping there and for the most part, loving it. I realized it's not for everyone. In fact, part of their strategy is trying not to be for everyone. But I did want to know the secrets to their success.

And then when I learned that Trader Joe's outsells all other grocery stores per square foot, I really started paying attention. Then one opened up near my office here in New York. I started shopping there and for the most part, loving it. I realized it's not for everyone. In fact, part of their strategy is trying not to be for everyone. But I did want to know the secrets to their success.