In the produce section of Trader Joe’s store in the Chelsea section of New York, Karl Holman holds an eight-foot-tall sign that reads “End of Line.” It’s six o’clock on a Tuesday, and Holman is managing the line for the second time this shift.
While customers test peaches for ripeness, Holman holds the towering metal pole aloft, making the banner’s orange and yellow lettering visible to anyone who gazes up from the shelves. For the next hour, the line’s end moved constantly.
Short and stout, with a salt-and-pepper goatee and a grey Trader Joe’s T-shirt, the forty-nine-year-old Holman addresses a knot of stopped customers who are blocking traffic. “Are you ready to check out?” he asks. “Step right here.” Customers glance at his sign and then file into place.
As the line forms in front of him, he takes tiny backwards steps to keep pace with its telescoping end. His moving target keeps him in motion, and he marks it with the dedicated poise of a Beefeater at Buckingham Palace.
Starting by the tubs of cut pineapple, he inches deeper into the produce area, backing past the baby carrots and fresh herbs, past the clear bags of salad greens, and, while smiling and greeting passersby with a “Hi, how are you?” he hooks around a freestanding rack of fruit before stopping near the entrance. In a few minutes' time he has traveled so far back that, without meaning to be metaphysical, he has transcended the proverbial end of the line and arrived at the beginning.
To read the rest of author Aaron Gilbreath's wonderful essay, and see more of illustrator Marc Pearson's cartoons of life in a busy Manhattan Trader Joe's store, check out Narrative.ly
Mark Gardiner was an award-winning Copywriter and Creative Director, the VP of Marketing at one of Canada's best-loved retail chains, and ran his own ad agency. Then, he took a $12 per hour job at Trader Joe's, and discovered how one of America's most secretive companies built the strongest brand in its category, without ever spending a cent on brand advertising. Want to create a cult of customers devoted to your own brand? Then you need to read "Build a Brand Like Trader Joe's"
Monday, November 25, 2013
Stuck in line at Trader Joe's? This guy wrote a charming essay about it...
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