The TJs in my town was the first in NC, opened 9 years ago this coming Dec. About two years ago they reconfigured the middle aisles to meet the needs of its demographics ...mostly young mothers short on time, looking for convenience, and seniors who don't want to cook. Huge expansion of Freezer space with more prepared frozen meals (their famous Mandarian Chicken sugar bomb), frozen desserts, etc and prepared fresh meals took over chunks of the vegetable cooler cases too. And wine/beer, young and old need that Kiddie lunch foods (cereal bars/Fruit leathers) and cereal boxes pack the other aisles. Each store manager can adjust the space and orders for their market, and sadly, our town likes frozen food convenience...now more freezer space than any other store in the region (but, that does include some frozen grass-fed ground beef and rib eyes from NZ) and NZ lamb in the fresh meat.