TRADER110807

Trader Joe's may continue its push in west metro

The grocer hopes to open its fourth Twin Cities location at the Ridgedale Center in Minnetonka.

By Jenna Ross, Star Tribune

Last update: November 8, 2007 - 9:23 AM

Mark the Trader Joe's locations on a map of the Twin Cities area, and you'll see a definite trend: The west metro's got a corner on the market.

The budget gourmet grocer opened its first area store in St. Louis Park. Then came Maple Grove and Woodbury. Now, the California-based chain hopes to sell its "Three-Buck Chuck" from a fourth Twin Cities location -- in Minnetonka.

The city's planning commission will consider plans for a 13,500-square foot, stand-alone store at the Ridgedale Center. One marketing expert called it a good match: The area has the demographics Trader Joe's would want, and Minnetonka would benefit from having the chain locate there.

In meetings, many city officials from west-metro suburbs have hoped, out loud, that Trader Joe's might choose their community next. Plymouth Council Member Sandy Hewitt is one of them.

Her friends have desired -- and in some cases requested -- a Trader Joe's in Plymouth. "There are a lot of people from out of state who live here, especially in the suburbs," Hewitt said. "So they've seen it elsewhere and want it here."

City councils don't have a lot of power in attracting particular businesses, but they do suggest them to developers, Hewitt said.

It makes sense that cities would want a Trader Joe's in their neighborhood, said David Hopkins, managing director of the Carlson School of Management's Brand Enterprise Program. Cities want retailers who create "buzz," he said.

"Remember when Trader Joe's was about to open in St. Louis Park? That was serious buzz. It reminds me of what happened when Ikea came," Hopkins said.

Trader Joe's has a counter-intuitive brand appeal: It promotes its low prices, but it also considers itself upscale. "It's upscale in the sense of phenomenal value," Hopkins said. "The experience of it and the product mix are appealing to a set of people."

A mark of 'civilization'

Trader Joe's shoppers are devoted.

Julie Townsend, who lives about a mile from the St. Louis Park store, was there the day it opened and has come once a week ever since. She had heard about the chain long before it came to the Twin Cities -- online and from friends who had lived in California.

"One friend would always complain, 'I just want to find a good, cheap wine. I can't believe you don't have a Trader Joe's,'" Townsend said. "He thought we were so uncivilized that we didn't have one."

Jenna Ross • 612-673-7168

Jenna Ross • jross@startribune.com