Against The Grain at Driver's Market
Driver's Market is a independent grocer running 1 Bay Area store.
It’s already on the shelf here, with 2 SKUs across 2 categories. The growth is depth and breadth: 1 category to widen and 1 new door to enter.
Lead with Gluten & Grain Free Nut-Free Pesto Pizza, Family Size in Frozen Pizzas.
Driver's Market stocks frozen pizzas thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 4 other Bay Area grocers.
The more differentiated opening is frozen pizzas: Driver's Market stocks only 12 there, so Against The Grain Gluten & Grain Free Nut-Free Pesto Pizza, Family Size stands out rather than blending in.
Driver's Market merchandises 3 of the 5 categories the brand sells.
vegetarian against the store's assortment lean.
brand excitement 70/100.
enters a thin frozen pizzas shelf as a point of difference.
The full runway
Every category Against The Grain plays in across the Bay Area grocers we track, and where it stands at Driver's Market. Depth is the distinct SKUs the store carries there versus the fleet median, shown next to the rival brands already on that shelf.
On shelf here, but only 1 of 3 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
How it prices
Where it would price in frozen pizzas. Each dot is a product on the shelf, by its cost per oz (hover for which). Against The Grain (orange) sits below the shelf.
What to bring to expand
Against The Grain’s SKUs Driver's Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Already on the shelf
Presence and depth are measured from Driver's 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. Driver's Market profile →
