Reading the shelf…

Shelf playbook

Andronico's at Fairfax Market

Fairfax Market is a independent grocer running 1 Bay Area store.

Andronico's isn’t on Fairfax Market’s shelf yet. The opening: 14 categories where the shelf is already deep and the brand runs strong elsewhere.

◆ The wedge · where to start

Lead with Baked Chocolate Chip Cookies in Chocolate Chip Cookies.

Fairfax Market stocks chocolate chip cookies 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.

Fairfax Market carries fruit juice & blends in real depth, 85 SKUs against a fleet median of 39, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf. The more differentiated opening is chocolate chip cookies: Fairfax Market stocks only 3 there, so Andronico's Baked Chocolate Chip Cookies stands out rather than blending in. Lead with the chocolate chip cookies, and position the fruit juice & blends as a finishing or gift item.

opportunity / 100

Category fit · 35%66

Fairfax Market merchandises 25 of the 38 categories the brand sells.

Values match · 25%35

non-gmo against the store's assortment lean.

Brand pull · 25%25

brand excitement 25/100.

White space · 15%100

enters a thin chocolate chip cookies shelf as a point of difference.

The full runway

Every category Andronico'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.

Fruit Juice & BlendsEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Fairfax Market depth 85 SKUs (fleet median 39)Andronico's here 0/5

up against: ocean spray 12, langers 11, r.w. knudsen family 10, simply 6, arizona 4

Prepared Sandwiches and WrapsEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

What to bring to land

Andronico's’ SKUs Fairfax Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.

Andronico's Alphonso Indian Mango

$7.69at 2 grocers

Andronico's Cranberry Chill Juice

$5.99$0.37/fl ozat 2 grocers

Andronico's Peachy Fruit Smoothy

$6.99$0.22/fl ozat 2 grocers

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 →

Fairfax Market depth 20 SKUs (fleet median 17)Andronico's here 0/5

Frozen Pot PiesEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Fairfax Market depth 12 SKUs (fleet median 6)Andronico's here 0/3

up against: marie callender's 7, banquet 2, amy's kitchen 1, blake's 1, swanson 1

Other Deli Meals and SidesEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Fairfax Market depth 15 SKUs (fleet median 9.5)Andronico's here 0/3

up against: delimex 1, modern mama's 1

Orange JuiceEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Fairfax Market depth 15 SKUs (fleet median 10)Andronico's here 0/2

up against: florida's natural 4, simply 4, uncle matt's organic 3, tropicana 2, barsotti 1

SalsasEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Fairfax Market depth 33 SKUs (fleet median 30)Andronico's here 0/2

up against: pace 9, herdez 4, mrs. renfro's 4, field day 3, salsa for all seasons 3

Pasta SaladEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Fairfax Market depth 4 SKUs (fleet median 2)Andronico's here 0/2

up against: wills 1

Lemonade & LimeadeEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Fairfax Market depth 37 SKUs (fleet median 14)Andronico's here 0/1

up against: santa cruz organic 8, simply 8, calypso 6, belvoir farm 3, newman's own 3

PestoEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Fairfax Market depth 10 SKUs (fleet median 9)Andronico's here 0/1

up against: mezzetta 2, barilla 1, buitoni 1, classico 1, cucina & amore 1

Potato SaladEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Fairfax Market depth 5 SKUs (fleet median 3)Andronico's here 0/1

up against: reser's fine foods 3

Spaghetti PastaEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Fairfax Market depth 14 SKUs (fleet median 13)Andronico's here 0/1

up against: barilla 4, best yet 2, garofalo 2, pagasa 2, american beauty 1

Chocolate Chip CookiesEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Fairfax Market depth 3 SKUs (fleet median 8.5)Andronico's here 0/1

up against: lofthouse 2, alternative baking company, inc. 1

Cold-Pressed JuiceEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Fairfax Market depth 20 SKUs (fleet median 19.5)Andronico's here 0/1

up against: bolthouse farms 6, pressed 6, naked 4, juice shop 2, pressed juice 1

Fettuccine PastaEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Fairfax Market depth 5 SKUs (fleet median 7)Andronico's here 0/1

up against: barilla 1, buitoni 1, garofalo 1, la pasta di camerino 1, tinkyada 1

Chicken ThighThin shelf

The store barely carries this category, so it is a hard sell.

Fairfax Market depth 0 SKUs (fleet median 4.5)Andronico's here 0/2

GuacamoleThin shelf

The store barely carries this category, so it is a hard sell.

Fairfax Market depth 2 SKUs (fleet median 3)Andronico's here 0/2

up against: casa sanchez 1, salsa for all seasons 1

ColeslawThin shelf

The store barely carries this category, so it is a hard sell.

Fairfax Market depth 1 SKUs (fleet median 1.5)Andronico's here 0/2

up against: reser's fine foods 1

Ground PorkThin shelf

The store barely carries this category, so it is a hard sell.

Fairfax Market depth 0 SKUs (fleet median 1)Andronico's here 0/1

Oatmeal Raisin CookiesThin shelf

The store barely carries this category, so it is a hard sell.

Fairfax Market depth 2 SKUs (fleet median 3)Andronico's here 0/1

up against: alternative baking company, inc. 1, lofthouse 1

Other Prepared ChickenThin shelf

The store barely carries this category, so it is a hard sell.

Fairfax Market depth 1 SKUs (fleet median 8)Andronico's here 0/1

up against: kevin's natural foods 1

Other Prepared Deli SaladsThin shelf

The store barely carries this category, so it is a hard sell.

Fairfax Market depth 2 SKUs (fleet median 5)Andronico's here 0/1

Prepared EggsThin shelf

The store barely carries this category, so it is a hard sell.

Fairfax Market depth 0 SKUs (fleet median 5)Andronico's here 0/1

Prepared Leafy SaladsThin shelf

The store barely carries this category, so it is a hard sell.

Fairfax Market depth 0 SKUs (fleet median 11)Andronico's here 0/1

Prepared MeatloafThin shelf

The store barely carries this category, so it is a hard sell.

Fairfax Market depth 2 SKUs (fleet median 1)Andronico's here 0/1

+ 14 more categories (mostly fully stocked or too thin to matter).