We missed the most interesting part of the TJs experience. Their item sizes are perfect for one or two people to consume in a week and are priced accordingly.

If you slice the consumer segment horizontally, you get bulk buyers (families) going to Costco, price conscious going to Walmart, premium spenders going to Target and Whole Foods. It’s the last segment that TJ further slices into families versus individuals and couples and ends up serving the second slice.