Founded: 1958 as Pronto Markets
If you remember Pronto Markets, you’ve been around Southern California for a long time. That was the original name of Trader Joe’s. It was switched in 1967 to honor founder Joe Coulombe – but to also give the stores a fresher image. The family owners, based then in Pasadena, were convinced that for most residents, grocery shopping was a chore, not a delight. So it started stocking hard-to-get items – many of them gourmet foods. But it also put its employees in Hawaiian shirts – now a Trader Joe’s signature.
The company readily admits it made its first killing in a variety of wines. (Charles Shaw – commonly referred to as “Two-Buck Chuck” – remains a huge hit.) But it’s just as popular among non-drinkers looking for classy party food.
It explains on its Web site: “We wear Hawaiian shirts because we’re traders on the culinary seas, searching the world over for cool items to bring home to our customers.”
Must be working. They still wear the shirts four decades later.
But the Most Trustworthy Brands survey for OC METRO found something most interesting: The store scored huge in all five trust categories – much higher, in fact, than the general average for similar companies in the rest of the country. Residents noted Trader Joe’s ability to deliver on a promise, and its overall food quality stood way above the national average.
Orange County's 10 Most Trustworthy Brands
Disneyland | Trader Joe's | Chapman University
Los Angeles Angels of Anaheim | Mother's Market & Kitchen
Planned Parenthood of Orange & San Bernardino Counties
In-N-Out Burger | St. Joseph Hospital
Vizio | Cal State University, Fullerton
WHAT MAKES A BRAND TRUSTWORTHY,
AND WHY IS IT CRITICAL TO BUSINESS SUCCESS?
WE VALUE CONSISTENCY
By OC METRO magazine Publisher Steve Churm
THE VALUES INSTITUTE'S SURVEY: METHODS AND STATS