Trader Joe's reminds me of the specialty grocer in the small beach town I went to as a child. They carried no brands and had a few local options for jam and oth

Trader Joe's reminds me of the specialty grocer in the small beach town I went to as a child. They carried no brands and had a few local options for jam and other things you'd buy. The company has been able to recreate that same feel, but stock stores with well-selected generic food items (in non-generic packaging). I wonder how much of their success is built on the same nostalgia?