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In 2012, Fast Company ranked Trader Joes as the 11th most innovative firm in the US. That same year, Trader Joes managed to outperform the rest of the grocery industry with a record revenue per square feet of $2,054 (compared with Whole Foods – $1,257, HEB – $867, Walmart – $607 and Publix – $591). Trader Joes key to its success has been that it has an operational model that enables it to meet its pledge to consumers. This pledge can be described as offering a WOW experience through interesting products, everyday low prices, relatable staff and a unique brand personality.