Opinion: Hush on Trader Joe’s, Fresh Market satisfies

Consumers’ cries for Trader Joe’s in Springfield have been loud and clear.

I think we’re getting a store that will satisfy the cravings.

On a recent drive through Illinois, we stopped for a quick bite. We often choose grocery markets over fast food, and it wasn’t until I was in the middle of this store, sipping on my sugar cookie-flavored coffee sample, that it connected in my mind: The Fresh Market. Yes, this is the grocery chain that plans to open this fall in 21,000 square feet at Glenstone Marketplace behind Target.

At first glance, it’s charming with a European outdoor market vibe. There are no standard aisles and display cases are scattered throughout: wooden crates of colorful produce, whole coffee beans in wooden barrels and rows of tall glass jars full of jelly beans and chocolates. There’s an olive bar, seafood and sushi counter, all kinds of cheeses, a nice wine selection, meat deli and a bakery with some French pastries on this day.

I’m not sure how to separate it from Trader Joe’s apart from the sign out front. I mean, sure, both stores have their own uniqueness, but they are definitely in the same category.

I will say TJ employees have been extraordinarily friendly in almost every store I’ve shopped. That wasn’t the case here; but it felt like an extremely new store, so maybe staff members are still learning.

Back home Googling “Trader Joe’s Springfield Mo,” I see the top result is the “Trader Joe’s, Please Come to Springfield, Missouri” Facebook page. It has 3,720 likes.

Three slots down is a Springfield Business Journal story titled “It’s a no-go for Trader Joe’s.” The chain confirmed at the time – February 2014 – Springfield was not in its short-term plans.

When we posted that article, you could almost hear the city’s proverbial heart sink. Interestingly the last post on the Trader Joe’s/Springfield page is Oct. 29. Perhaps they’ve given up with the news about Fresh Market – and lack of news from TJ’s.

Two spots below the SBJ story on Google sits a Springfield News-Leader piece that reported on the paper’s own poll results, answering “Which of these Facebook-favorite businesses would you choose next for Springfield?” Trader Joe’s landed at third out of seven. It was only beat by Whole Foods Market and the most sought after Dunkin’ Donuts brand. Now that we’ve seen a return of the New England doughnut shop, consumers’ eyes should be squarely on the private-label concentrated grocers.

One distinction between Fresh Market: Trader Joe’s still has an Aldi air about it. You know what I mean if you’ve been to both stores – and they do have an ownership connection. The founding brothers, wealthy Germans Karl and Theo Albrecht, split their grocery store empire (Albrecht Discount, or Aldi for short) over a disagreement and in America one became Aldi and the other Trader Joe’s. The discount aura is noticed for good or bad.

All that to say, I predict The Fresh Market will meet and exceed what our community wants out of the Trader Joe’s.

So, TJ fanatics, hold tight. A suitable replacement is coming.

Warning: I did not see cookie butter in The Fresh Market. But I wasn’t particularly looking for it. The store offerings already were satisfying.

Springfield Business Journal Editor Eric Olson can be reached at eolson@sbj.net.