Trader Joe’s has been selling bananas for 19 cents each – for the past two decades. The grocery store offers remarkably fewer options for customers compared to other major supermarkets, and it’s consistently ranked highest for customer satisfaction.

WSJ’s Jaewon Kang breaks down why Trader Joe’s small selection of private label brands and trendy products, like orange chicken and everything but the bagel seasoning, keeps shoppers coming back for more.

0:00 How does Trader Joe’s continue to outperform other grocery store chains?
0:37 Why Trader Joe’s sells fewer but trendier products
2:32 How Trader Joe’s controls its own supply chain

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