Trader Joe's

There's a great piece in the Los Angeles magazine about the secret behind the success of Trader Joe's, the popular grocery store chain specializing in low-price gourmet and quick-fix item: Enchanted Aisles.

Getting a peek into this store that has traditionally resisted journalistic attention is fascinating. 

Trader Joe's has been a divisive store in Madison, where it takes away business from the much-loved Willy St. Co-op, but doesn't offer the same connection to local farmers or the emphasis on products that are sustainable in a bigger way. Still, the exciting range of products and the large organic offerings to bring customers back again and again.

What do you think of Trader Joe's? What are the pros and the cons? And why do people keep coming back?