Reading the shelf…
Safeway is a conventional independent running 13 Bay Area stores, large-format at about 37,374 sq ft each, indexing high on established names versus other Bay Area grocers.
Afri-cola isn’t on Safeway’s shelf yet in any of its 13 stores. The opening: 1 category where the shelf is already deep and the brand runs strong elsewhere.
Lead with Limonade Cola Soft Drink in Cola.
Safeway stocks cola 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 cola: Safeway stocks only 11 there, so Afri-cola Limonade Cola Soft Drink stands out rather than blending in.
Safeway merchandises 1 of the 1 category the brand sells.
no strong clean/diet signal either way.
brand excitement 50/100.
enters a thin cola shelf as a point of difference.
Every category Afri-cola plays in across the Bay Area grocers we track, and where it stands at Safeway. Depth is the distinct SKUs the store carries there versus the fleet median, shown next to the rival brands already on that shelf.
Where it would price in cola. Each dot is a product on the shelf, by its cost per fl oz (hover for which).
Afri-cola’s SKUs Safeway doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Presence and depth are measured from Safeway’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. Safeway profile →