Bibigo at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Bibigo is a global Korean food brand created by CJ CheilJedang, offering a range of Korean-inspired frozen meals and snacks.
It’s already on the shelf here, with 2 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 10 new doors to enter.
Lead with Sesame Flavor Seaweed Snacks in Seaweed Chips.
Fairfax Market stocks seaweed chips thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 2 other Bay Area grocers.
Fairfax Market carries frozen pizzas in real depth, 47 SKUs against a fleet median of 20.5, 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 seaweed chips: Fairfax Market stocks only 7 there, so Bibigo Sesame Flavor Seaweed Snacks stands out rather than blending in. Lead with the seaweed chips, and position the frozen pizzas as a finishing or gift item.
Fairfax Market merchandises 11 of the 13 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 50/100.
enters a thin seaweed chips shelf as a point of difference.
The full runway
Every category Bibigo 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 2 of 4 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 seaweed chips. Each dot is a product on the shelf, by its cost per oz (hover for which). Bibigo (orange) sits in line with the shelf.
What to bring to expand
Bibigo’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 →
