The kenmore joe story
How KVIS helped bring Trader Joe's to Western New York
Several years ago, the KVIS Businesses & Commercial Properties Committee identified a specific community need: a village grocery store. To fit Kenmore's architectural scale, it would have to be a small-footprint store - not a big box - and to earn a place in village life, it would need quality, affordability, and something distinctive enough to make it a destination.
After a national search, the committee's answer was clear: Trader Joe's.
And so began a two-year campaign to bring the store to Kenmore. We knew from the start that if we succeeded in attracting Trader Joe's to our region, the company might not ultimately choose Kenmore itself. But we believed that was a risk worth taking - for the Village, and for Western New York more broadly.
Several years ago, the KVIS Businesses & Commercial Properties Committee identified a specific community need: a village grocery store. To fit Kenmore's architectural scale, it would have to be a small-footprint store - not a big box - and to earn a place in village life, it would need quality, affordability, and something distinctive enough to make it a destination.
After a national search, the committee's answer was clear: Trader Joe's.
And so began a two-year campaign to bring the store to Kenmore. We knew from the start that if we succeeded in attracting Trader Joe's to our region, the company might not ultimately choose Kenmore itself. But we believed that was a risk worth taking - for the Village, and for Western New York more broadly.
meet kenmore joe
The centerpiece of the campaign was a life-sized promotional figure - made by KVIS members - whom we named Kenmore Joe. Joe is a big guy: about 6', with a 44-inch waist, khaki pants, and a Hawaiian shirt. He travels well, though he requires assistance to stand.
Joe spent two years making appearances across Kenmore and Western New York, with photos and videos of his adventures posted and promoted along the way. At one point his schedule became busy enough that he required a Manager - KVIS member Nanci DeMeo - who, despite it being her first time managing an LSPF, treated Joe as she would any client. (The fact that he needed to be physically carried between appointments was handled professionally.)
Joe spent two years making appearances across Kenmore and Western New York, with photos and videos of his adventures posted and promoted along the way. At one point his schedule became busy enough that he required a Manager - KVIS member Nanci DeMeo - who, despite it being her first time managing an LSPF, treated Joe as she would any client. (The fact that he needed to be physically carried between appointments was handled professionally.)
The WagerMidway through the campaign, KVIS President Melissa Foster was invited onto the Shredd and Regan Show - Buffalo's popular morning radio program - to talk about the campaign. KVIS had just announced it was ending the effort because Trader Joe's had confirmed they were coming to the area. But the hosts weren't convinced.
"You believe so much that the store will be coming here," they asked, "would you bet twenty dollars on that?" Melissa's answer: "Absolutely. I'd bet a hundred." When the store did open, KVIS sent a friendly reminder letter to the show. We soon received a response from Tom Regan himself - which is framed and on display at 7 Warren Avenue, if you'd like to see it in person. First customer through the doorKenmore Joe had been saying all along that he would be the first customer through the door when the Trader Joe's opened in Western New York. He kept his word. The store ultimately opened not in Kenmore but nearby - a disappointment for the village, but a real success for the region. KVIS is proud to have helped bring Trader Joe's to Western New York, and we hope their success here continues to draw attention from other quality retailers and businesses considering our area.
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Where is kenmore joe today?
Joe has officially retired from promotional work, but he hasn't gone anywhere. He now lives at KVIS's gathering space and Made for Good shop at 7 Warren Avenue, where he greets visitors, poses for photos, and occasionally startles people who mistake him for a real person out of the corner of their eye. Come say hello.