My favorite brands, one American, one more international (in America too)

Straight to the point

Trader Joe’s.

I don’t shop much. My wife does. She doesn’t shop in one place. Every other week she goes to Costco. I really don’t like Costco but with four kids it’s just cheaper to buy some things there. Then she gets additional groceries at more local retailers. Trader Joe’s is one of them.

So while I barely help with any shopping, every now and then I’m on my own or with one of the kids or my wife asks me to get something.

Whenever it’s Trader Joe’s, I don’t frown. In fact, there is a sense of pleasure instead — anticipation. With every other type of shopping, I feel like “Oh, fuck, do we have to? Are we done yet?” With Trader Joe’s I know I’ll enter a cozy place, never too big, lively but not too crowded and the staff at the counter will be super nice. It’s not like the staff elsewhere are not friendly but there is something special about Trader Joe’s team. I can’t put my finger on it. I don’t think Trader Joe’s actual goods are any special, though I like their beer and wine selection. It’s their cozy environment — a rare phenomenon in America when it comes to shopping and dining.

T-mobile.

Feels weird commending this giant telecom operator. They’re German from what I understand. I don’t know how American their American subsidiary is from the corporate set-up perspective.