Viral Trader Joe’s prank sparks community debate
Trader Joe’s, a grocery store chain known for its customer service and exclusive products, has many fans based in Logan. This is why residents were excited about the surprise they woke up to on Oct. 20. On 190 Main St., the abandoned storefront of the recently closed JOANN Fabric and Crafts hung a sign depicting Trader Joe’s font and the words “Coming soon!”
The Best of Logan, a Cache Valley-based business that highlights other local businesses around the valley, was quick to post on their Instagram account that morning. They included a photo of the Trader Joe’s sign, as well as a caption excitedly asking Trader Joe’s to confirm whether they were really coming to Logan.
The post amassed 3,587 likes, 219 comments, 32 reposts and 2,706 reshares. This is more than the account’s typical average, and the majority of the comments expressed excitement and claims that this was true. Currently, the closest Trader Joe’s to Logan is in Riverdale, about an hour away.
The post made it clear how eager Logan residents are to have a Trader Joe’s, despite the other grocery options in town. Before this, a “Bring Trader Joe’s to Logan” Facebook group was started on Sept. 19 by Tiffany Hatch. After being up for just over a month, it has accumulated 686 members.
“Trader Joe’s offers a lot of unique and affordable items that aren’t quite like anything you’d find at any of the stores near us,” Hatch wrote in an email to The Utah Statesman. “I’ve heard people describe shopping there as a ‘Treasure Hunt’ because of the new products and items they rotate throughout the changing seasons.”
Hatch was quick to inform the public on Oct. 20 that to fans’ dismay, the Trader Joe’s sign on the building was part of a viral prank. After reaching out to Logan’s economic development director Kirk Jensen and checking Logan was not on Trader Joe’s list of new store locations, many residents expressed their disappointment.
Jensen focuses on economic development programs for the city. He too found out about the sign on Oct. 20 and swiftly confirmed the rumors were false after making contact with the property’s owner. He gave this information to all interested parties, including the Facebook group and media outlets.
“My first reaction was, ‘Is this a computer-generated image or is this real?’ Later, once I verified it was an actual banner, my thoughts were: certainly someone shouldn’t be climbing on private property and hanging a sign,” Jensen wrote in an email to the Statesman.
It is not known who hung the sign or why. There have been other cases of this Trader Joe’s prank, such as one pulled by a senior class in Pasadena, Maryland in 2024, according to USA Today. Although Jensen said these types of rumors are rare, there are many stores residents have long hoped for, such as Target, which is now being built in what used to be the location of the Cache Valley Mall.
“While the prank ended up disappointing so many that have been hoping for a Trader Joe’s to come to Logan, at the same time, I smiled and hoped Trader Joe’s would take note of all the enthusiasm here in Logan,” Jensen wrote.
The Ogdenite, an independent publication based out of Ogden, made a Facebook post expressing their excitement about finally getting a store in nearby Riverdale.
“After years of campaigning and letter writing our very own Trader Joe’s is here,” the publication wrote in the post. “The aisles and baskets are filled with the classic $2.99 hash browns, produce and flowers… it’s a zoo as you’d expect, but the people are happy.”
The fact that Ogden and Riverdale finally got their Trader Joe’s keeps Logan residents hopeful. They have now taken to sharing a form on traderjoes.com that allows people to submit requests for the chain to consider a location in their city.
“It was honestly kind of neat to see just how many people were so excited about the idea of a Trader Joe’s,” Hatch wrote. “Even though it still made me sad for everyone to feel let down, I do feel hopeful that it’s bringing some positive attention.”