I love Trader Joe’s. I consider them to be like the younger cousin of Whole Foods, that cousin who you always want at parties and is probably is great at Frisbee.

Their prices are cheap, their food is delicious and the employees are always spectacularly interesting.

But when we moved to Nashville we realized something was missing in our new Trader Joes’s. Something our entire family had grown to love. What was it?

The bear.

At the Trader Joe’s we went to in Atlanta, they hide a big stuffed teddy bear around the store. If you find it and tell an employee where he is hiding, they give you a lollipop. It might not sound like much, but my kids adored that little game.

Trader Joe’s locations across the country do it a little differently. Some stores near the beach hide a turtle instead. Some hide dolphins or dogs. The stores personalize it according to where they are.

But the Nashville Trader Joe’s doesn’t do that. They don’t hide a bear. They don’t give out the reward lollipop. When we asked why, they told us that not every store does that and their store decided not to.

They chose not to be delightful.

It would take one employee 30 seconds every morning to hide the bear. Trader Joe’s sells the lollipops they give away so they wouldn’t need to leave the store to buy them. They’re organic and gluten free so allergies aren’t an issue. The cost and time investment in hiding a stuffed animal and handing out a lollipop occasionally is next to nothing.

But the return? The return on delight is tremendous.

We spent more time in the Atlanta Trader Joe’s than the Nashville one because our kids were looking for the bear instead of saying, “Can we go now?” And more time often led to more purchases.

Our kids would ask us to go to the Trader Joe’s in Atlanta if we were close. “Let’s go find the bear” was not an uncommon request.

And we bought a few packages of the lollipops they give out as the prize after seeing how much the kids liked them.

So why doesn’t the Nashville store hide a bear or a banjo perhaps since country music is so tied to the city? I’m not sure.

But when you chase your dream and start to build whatever it is you’re going to build, if given a choice, choose to be delightful.

You’d be amazed at how far a little delight will go.