One of the reasons Trader Joe's is successful is that they limit choices.

Do you really need to have two dozen varieties of peanut butter? Probably not. So they just stock a few. Gets people in-and-out very quickly, makes the stores smaller, and it's a very enjoyable experience for many despite being objectively quite limited.

Choice-overload is a real thing, and I think those steering this ship need to sit with that for a while.

@TechConnectify Do you ever visit grocery stores that have *only* the house brand? Aldi in USA is what I'm thinking of, but maybe Whole Foods is a bit like that too.

The choices are simpler, but the brand I am used to is surely not there.

@pmcg Trader Joe's is basically that! I rarely shop at Aldi but I'm never one to be brand loyal.

I will happily buy the generic version of almost any product (I only have a few exceptions), and TJ's has a ton of variety when it comes to frozen foods.

But when you drill down to one specific food item, particularly commodity products like flour, sugar, butter, they'll have just a few choices. And gosh does it make shopping easy.