As much as I would love to have a Trader Joes near me in DT there simply aren't enough households down here, especially households with the type of income/tastes to shop at a place like TJs. Its getting close, just not yet. 63rd/Western is not a bad drive for most people living downtown. And given the fact that this there first store in this market, they probably want to play it safe.

Nichols Hills Plaza lies in the middle of a "golden corridor" of affluent households anchored by downtown and upscale in-town neighborhoods like Heritage Hills and Crown Heights to the south, Nichols Hills in the middle, and Quail Creek and South Edmond to the north. So being located there they can kinda catch everyone.