Biscoff at Safeway
Safeway is a conventional independent running 13 Bay Area stores, large-format at about 37,374 sq ft each, indexing high on established names versus other Bay Area grocers.
Biscoff isn’t on Safeway’s shelf yet in any of its 13 stores. The opening: 1 category where the shelf is already deep and the brand runs strong elsewhere.
Lead with Classic Cookies in Packaged Cookies.
Safeway stocks packaged cookies thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 9 other Bay Area grocers.
Safeway merchandises 1 of the 3 categories the brand sells.
non-gmo, vegan, vegetarian against the store's assortment lean.
brand excitement 55/100.
maps onto categories the store already runs.
The full runway · across 13 stores
Every category Biscoff plays in across the Bay Area grocers we track, and where it stands at Safeway. 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 packaged cookies. Each dot is a product on the shelf, by its cost per oz (hover for which). Biscoff (orange) sits in line with the shelf.
What to bring to land
Biscoff’s SKUs Safeway doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Presence and depth are measured from Safeway’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. Safeway profile →
