Abbot's at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Abbot's is a brand specializing in plant-based meat alternatives, offering a range of products crafted from real, whole food ingredients.
Abbot's isn’t on Fairfax Market’s shelf yet. The opening: 1 category where the shelf is already deep and the brand runs strong elsewhere.
Lead with Garlic & Herb Protein Veggie Burger in Frozen Vegetarian Burgers.
Fairfax Market stocks frozen vegetarian burgers thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 1 other Bay Area grocer.
The more differentiated opening is frozen vegetarian burgers: Fairfax Market stocks only 10 there, so Abbot's Garlic & Herb Protein Veggie Burger stands out rather than blending in.
Fairfax Market merchandises 4 of the 5 categories the brand sells.
non-gmo, vegetarian against the store's assortment lean.
brand excitement 75/100.
enters a thin frozen vegetarian burgers shelf as a point of difference.
The full runway
Every category Abbot's plays in across the Bay Area grocers we track, and where it stands at Fairfax Market. Depth is the distinct SKUs the store carries there versus the fleet median, shown next to the rival brands already on that shelf.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
The store barely carries this category, so it is a hard sell.
How it prices
Where it would price in frozen vegetarian burgers. Each dot is a product on the shelf, by its cost per oz (hover for which).
What to bring to land
Abbot's’ SKUs Fairfax Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Presence and depth are measured from Fairfax Market’s current Bay Area storefront: its online catalog plus our shelf photos, a partial view. A widely-distributed brand shown as a new door may already be carried through channels we don’t index. Fairfax Market profile →
