beetrock

Captured in the shot is my co-worker Celina – an ex-Californian who, with a friend, patrolled the doors of the store since 7am. Around 9am, the effort earned her a privilege of being the first customer in the new TJ’s. What is questionable is whether her wait to get the precious groceries was the longest one that day. Because I have one word for the new Trader Joe’s – zoolicious!

UPDATE 3/20: TJ’s was all out of mangoes, but I did make my first purchase of um… bread, non-farmed canned salmon, corn soup, dried cranberries, dried bananas, black lentils, white tea, nondescript cereal, and Vitamin water. Also, by the registers, I fell for the impulse buying trap and grabbed a fancy looking dark chocolate bar for Don and some fruit snacks. All for around $20 – not bad! Shocking, though, was the new strategy implemented by TJ’s. In me it induced nostalgia, in the rest of the world it was bound to raise passionate protest. New Yorkers, however, behaved surprisingly well, standing in a line OUTSIDE of the store! Every five minutes, slightly baffled customers were let through the door in groups of three or four. Upon entry into the tiny space that Trader Joes so unfortunately picked for their new location, the havoc inside was only slightly visible. And though there were no major traffic jams, the entire shopping experience for me went under the motto of “grab what you can get.” My guilty conscience for those freezing outside did not allow me to pause in the isles and ponder ideas of potential meals the way I do normally. I steered myself clear of carts and employees with boxes of eggs and strawberry jelly. Inside, the line moved pretty fast and the overall experience was only slightly spoiled by waiting outside. Even that was more astonishing than bad, and so were the prices for the Trader Joe’s house brand - proven to be fabulous time and again!

CONTINUED FROM MY FIRST VISIT (AND STILL RELEVANT):
Don’t get me wrong – I’ve anticipated this day as much as your average fresh produce- and cheap snack-deprived California native – so after work I headed straight for the goods. Signature-red TJ’s shopping baskets – check, funky wooden cash register counters – also check, Hawaiian shirts – check again, but what does that sign say, right by the entrance? Yeah, that’s right – “Line Starts Here.” Goodness! And also why does the fruit stand look like a herd of hungry rabbits has hopped through it, leaving bananas torn off the bunches and apple paper bags crumpled and crushed? Wait, I forgot, I am on 14th street – the intercity artery of herded people-traffic.

I ran off in fear of getting trampled and thrown into the soft drinks isle. Whole Foods, at that point, didn’t seem like the usual drag for my weeknight food shopping. And, hurray, the store was almost empty. That was, indeed, a true testament to having a Trader Joe’s and a Whole Foods on the same street – finally, some competition for the health foods conglomerate. I hope that the crowds at TJ’s subside, and I will be given a proper chance to shop for my delicious dried mangos in peace. For now, I reserve the right to be disgruntled. I also reserve the right to hold a grudge against TJ’s. Why would they open a store in an NYU building, mere steps from the kids whose moms and pops can afford the campus meal plan? Why not open one in Brooklyn, accessible to starved, permanently broke non-profit workers and hippies like me? Ah, corporate strategizing! How you failed me!

More to come when I actually get to buy something at the store…