Blue Bottle at Target
Target is a discount independent running 6 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Blue Bottle Coffee is a specialty coffee brand known for its high-quality whole bean coffee offerings.
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen and 1 new door to enter, replicated across all 6 stores.
Lead with Bold Dark Roast Whole Bean Coffee in Whole Bean Coffee.
Target stocks whole bean coffee thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 7 other Bay Area grocers.
The more differentiated opening is whole bean coffee: Target stocks only 8 there, so BLUE BOTTLE Bold Dark Roast Whole Bean Coffee stands out rather than blending in.
Target merchandises 2 of the 2 categories the brand sells.
non-gmo, organic against the store's assortment lean.
brand excitement 85/100.
enters a thin whole bean coffee shelf as a point of difference.
The full runway · across 6 stores
Every category Blue Bottle plays in across the Bay Area grocers we track, and where it stands at Target. 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 1 of 6 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 whole bean coffee. Each dot is a product on the shelf, by its cost per oz (hover for which). Blue Bottle (orange) sits well above the shelf.
What to bring to expand
Blue Bottle’s SKUs Target 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 Target’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. Target profile →
