Trader Joe's is expanding by strategically adding locations to areas where demand is high. The company's slow expansion strategy allows it to maintain its reputation and keep its supply chain simple compared to larger competitors. It does not rapidly open stores at once and instead opens new stores near existing ones, a strategy popularized by Starbucks. This strategy has helped it stand out against larger competitors like Walmart and Kroger. The brand's consistency and value, convenience, and focus on the employee and customer experience have led to a significant increase in shoppers' use of Trader Joe’s. The retailer is also the most popular grocery store in America according to the 2026 American Customer Satisfaction Index.