As Do Mar at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
As Do Mar 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 Solid Light Tuna In Olive Oil in Canned Tuna.
Fairfax Market stocks canned tuna 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.
Fairfax Market merchandises 1 of the 2 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 45/100.
maps onto categories the store already runs.
The full runway
Every category As Do Mar 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 canned tuna. Each dot is a product on the shelf, by its cost per oz (hover for which). As Do Mar (orange) sits well above the shelf.
What to bring to land
As Do Mar’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 →