Based on a variety of metrics, Trader Joe’s ranked as one of the most successful grocers in the United States in 2013. Experts estimated that the company had the highest sales per square foot of any major grocery chain, even significantly higher than top performer Whole Foods. In 2013, Trader Joe’s faced several threats as larger chains such as Wal-Mart and Tesco had begun to open small-format stores that mimicked the Trader Joe’s approach. In addition some analysts had begun to question whether Trader’s Joe’s was losing its authenticity and “quirky cool” as the firm had continued to grow and expand across the country. What should Trader Joe’s do to ensure continued growth?