Banquet at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Banquet is a well-known brand specializing in frozen prepared meals and entrees.
It’s already on the shelf here, with 7 SKUs across 3 categories. The growth is depth and breadth: 2 categories to widen and 4 new doors to enter.
Lead with Beef Pot Pie, Frozen Meal in Frozen Pot Pies.
Fairfax Market stocks frozen pot pies 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 frozen pot pies: Fairfax Market stocks only 12 there, so Banquet Beef Pot Pie, Frozen Meal stands out rather than blending in.
Fairfax Market merchandises 7 of the 7 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 35/100.
enters a thin frozen pot pies shelf as a point of difference.
The full runway
Every category Banquet 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.
On shelf here, but only 4 of 8 SKUs. Room to widen the line.
On shelf here, but only 2 of 5 SKUs. Room to widen the line.
How it prices
Where it would price in frozen pot pies. Each dot is a product on the shelf, by its cost per oz (hover for which). Banquet (orange) sits below the shelf.
What to bring to expand
Banquet’s SKUs Fairfax 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 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 →
