Alvarado Street Bakery at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Alvarado Street Bakery is an employee-owned cooperative that specializes in organic, sprouted grain breads and bagels.
Alvarado Street Bakery isn’t on Fairfax Market’s shelf yet. The opening: 6 categories where the shelf is already deep and the brand runs strong elsewhere.
Lead with Sprouted Wheat Multigrain Bread in Sprouted Grain Bread.
Fairfax Market stocks sprouted grain bread thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 10 other Bay Area grocers.
The more differentiated opening is sprouted grain bread: Fairfax Market stocks only 3 there, so Alvarado Street Bakery Sprouted Wheat Multigrain Bread stands out rather than blending in.
Fairfax Market merchandises 7 of the 7 categories the brand sells.
non-gmo, organic, vegetarian against the store's assortment lean.
brand excitement 60/100.
enters a thin sprouted grain bread shelf as a point of difference.
The full runway
Every category Alvarado Street Bakery 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.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
How it prices
Where it would price in sprouted grain bread. Each dot is a product on the shelf, by its cost per oz (hover for which). Alvarado Street Bakery (orange) sits in line with the shelf.
What to bring to land
Alvarado Street Bakery’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 →
