Trader Joe’s just claimed the No. 1 spot in a major national brand ranking — surpassing grocery rivals Costco and Aldi in the process.The 2025 Axios-Harris Poll 100, which tracks how Americans view the most visible brands in the country, named Trader Joe’s as the top company in its annual corporate reputation ranking. The California-based grocer climbed from No. 13 in 2024 to No. 1 this year, outpacing 99 other major brands across industries including tech, food, retail and automotive.This year’s rankings were based on a survey of more than 6,200 Americans, who were asked to name two companies with the best reputations and two with the worst. That list of “most visible” companies was then measured across seven key areas, including trust, ethics, vision, growth and citizenship.
With nearly 600 stores across the U.S., Trader Joe’s has developed a loyal customer base known for raving about everything from frozen Mandarin chicken to $3 wine. However, insiders say the company’s success goes far beyond snacks and affordable produce.
“This isn’t about selling product. It’s about serving human beings,” Doug Rauch, former Trader Joe’s president, said while at the 2017 Convenience Store News Foodservice Summit. “Caring about your customers like they’re your honored guests; like you’ve invited them into your home.”
That attitude is at the heart of Trader Joe’s business model. In fact, employees are encouraged to be themselves rather than follow a strict script. During an episode of the “Inside Trader Joe’s” podcast, CEO Bryan Palbaum and President of Stores Jon Basalone addressed a long-standing fan theory — are crew members actually trained to flirt with customers?
“The last thing we’re going to do is provide scripts for people,” Basalone said. “It works so much better when you get to be yourself.”
“To go into a Trader Joe’s store and feel that everyone is genuinely interested in whether or not you're having a good day — I can see how that might be misinterpreted [as flirting],” Palbaum added. “But it’s just who we are.”
While Trader Joe’s surged to the top, Costco also climbed, landing just a few spots behind in the Top 10. The wholesale favorite has long been praised for its bulk value and high quality products.
Aldi, on the other hand, dropped significantly — falling 18 places to land at No. 32 in this year’s poll. That dip surprised many shoppers who rely on Aldi’s low prices for weekly essentials.
As brand trust and ethical shopping play a larger role in consumer decisions in 2025, reputation has become a critical factor in where people choose to spend their money. Shoppers are starting to pay closer attention to how companies treat their employees and communicate with customers.
Which is Trader Joe's expertise, offering not just products, but a personality. As more grocery chains compete for customer loyalty, one thing is clear: Trader Joe’s isn’t just selling groceries — it’s selling an experience, and shoppers are buying in.
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