Typical Dealer Joe’s Shopper Is Younger, Married, Earns $80,000



  • Dealer Joe’s has 530 shops within the US and employs greater than 10,000 individuals.
  • Owned by Aldi, the shop’s gross sales are estimated at $13.7 billion per yr.
  • Dealer Joe’s common buyer is a married particular person in an city space who’s 25 to 44 years previous and incomes $80,000.

Dealer Joe’s is among the many largest grocery chains within the US, with annual gross sales estimated to be practically $14 billion. The corporate is privately held and doesn’t disclose its financials.

Based in 1967 by Joe Coulombe in Pasadena, California, there now are over 500 Dealer Joe’s places within the US using roughly 10,000 employees that the corporate refers to as “captains” and “crew members.”

Analytics agency Numerator discovered that the standard Dealer Joe’s shopper is white or Asian and between 25 and 44 years previous, in accordance with its information. She sometimes has a bachelor’s diploma or above and an annual earnings of greater than $80,000. 

In a just lately revealed memoir, Coulombe mentioned his goal buyer was over-educated and underpaid, with a style for whole-bean espresso and recent brie, slightly than “the lots who willingly consumed Folger’s espresso, Greatest Meals Mayonnaise, Surprise Bread, Coca-Cola, and so forth.”

The everyday buyer visits Dealer Joe’s 13 occasions per yr — and picks up 15 merchandise for a complete value of about $47 per journey, Numerator discovered.

Dealer Joe’s has comparatively excessive buyer turnover among the many main manufacturers surveyed – second solely to Entire Meals – with simply over half of its 2020 customers returning in 2021.

On the similar time, the model added extra new prospects than it misplaced final yr, with a ratio of about three new customers for each two that stop visiting the model.

Coulombe famously utilized an idea referred to as the 4 Checks to the merchandise he selected to inventory: “excessive worth per cubic inch; excessive price of consumption; simply dealt with; and one thing wherein we might be excellent when it comes to value or assortment.”

At Dealer Joe’s, customers have a tendency to decide on pre-made meals like frozen dinners and salad kits, in addition to manufacturers like GT’s Dwelling Meals and Volpi cured meats. About 2.4% of their spending takes place at Dealer Joe’s, in comparison with the 8% they spend on Amazon.