The Atlantic had a piece over the weekend entitled “The Paradox at the Grocery Store,” which considers the downside of choice.
“According to the American Time Use Survey, an average grocery trip takes more than 40 minutes,” the story says. “That may not sound like much, but the task can feel overwhelming and time-consuming in the midst of a busy day, especially because every trip consists of a plethora of decisions. Through this lens, what seems like a modern benefit—100 different kinds of ice cream! Every imaginable chip flavor! Hot-dog buns sliced on the side or on the top!—can become a bit of a burden.”
It seems, the story argues, that “what we could really use at the grocery store is not more choice, but less. Not freedom to choose, but freedom from choice.”
Hence, paean to what the story calls the “single-option store,” or “SOS.”
The Atlantic writes:
“The offerings at these establishments are deliberately whittled, typically leaving only a handful of each item to choose from. Perhaps the paradigmatic SOS is Aldi. It sells the basic grocery staples, whether produce or pasta, while largely eschewing name brands. Instead, it provides its own line of items. Inside an Aldi, the vibe is no frills. The shelves are tightly packed and the labels are decidedly unflashy. A shopper won’t be faced with an entire battalion of brands jockeying for their attention.”
However, “an SOS can still offer ambience. Trader Joe’s, with its whimsical decor and doodled chalkboard signs, is very much an SOS. Employees sometimes sport Hawaiian shirts and are encouraged to be friendly with customers. There’s also Stew Leonard’s, a farm-themed store that guides shoppers through a maze-like layout, complete with animatronic animals and produce. These characteristics attempt to turn grocery shopping into an experience rather than a boring, menial task.”
While there is an argument for an SOS, The Atlantic says, there can be frustrations – by their very nature, they may not every ingredient you need for a certain recipe. “Still, the SOS is good at what it does: providing limited, mid-tier-quality food options, and maybe chipping away at … hundreds of daily decisions.”
KC’s View:
I get the point, but would argue that Stew Leonard’s and Trade Joe’s are miles away from the Aldi experience. While folks go to the latter top save money and perhaps for simplicity of choice, both Stew’s and Trade Joe’s are aspirational experiences. And that’s really important.
I also think that it is important not to make too much of the desire for an SOS. Amazon has created an enormous business out of being “the everything store,” and Costco has done the same by emphasizing the treasure hunt aspect of its experience.
The thing is, people may want an SOS on Monday or Tuesday, but something completely different on Saturday. It rarely is just one thing or the other, always.
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