Break out those Hawaiian shirts. The long-awaited opening of the second Trader Joe's grocer in the Milwaukee area — and third statewide — is happening in mere hours.
At 7:50 a.m. Monday, the new Brookfield store at 12665 W. Bluemound Rd. will hold a "lei cutting" with Brookfield Mayor Steve Ponto and Hawaiian-shirt-clad store employees, including Captain Jeff Clark (TJ's calls its managers "captains").
The store opens its doors 10 minutes later and will be open from 8 a.m. to 9 p.m. seven days a week. The store's phone number is (262) 784-4806.
The popular Trader Joe's business — known for its almost cult-like following, fun and festive atmosphere and private label specialty products and wines such as "Two-Buck Chucks" — was a big "get" for the still developing Underwood Crossing retail complex anchored by a Target store that also sells groceries.
A PNC Bank is nearing completion at Underwood, being developed by Ryan Companies, of Minneapolis, MN. The city has approved a building for a yet-unannounced junior anchor and another 5,300-square-foot building that might house a frozen yogurt shop, hair salon and "fast-casual" restaurant.
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Trader Joe's had been tentatively set to open Friday in Brookfield, but due to other openings nationwide last week, including a new San Antonio, TX, store on Friday, the company moved the date to Monday.
Shoppers stopped by the store Friday to find signs alerting them to the Monday date.
Trader Joe's, founded in 1958, operates more than 350 stores in 31 states, including about six in the Chicago area. It's owned by the same German family that owns the Aldi discount grocery chain.
Trader Joe's opened two Wisconsin stores — at Bayshore Town Center in Glendale and in Madison — in fall 2006.
The grocer touts its healthy ingredients without artificial flavors, colors or preservatives, MSG and added transfat. It has gluten, vegan, kosher and vegetarian products. Customers can sign up for a product newsletter dubbed the Fearless Flyer.