Boulart at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Boulart isn’t on Fairfax Market’s shelf yet. The opening: 2 categories where the shelf is already deep and the brand runs strong elsewhere.
Lead with Red Pepper And Onion Fougasse (Us Individually Wrapped) in Other Breads.
Fairfax Market stocks other breads 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.
Fairfax Market carries white bread in real depth, 17 SKUs against a fleet median of 8.5, 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 other breads: Fairfax Market stocks only 9 there, so Boulart Red Pepper And Onion Fougasse (Us Individually Wrapped) stands out rather than blending in. Lead with the other breads, and position the white bread as a finishing or gift item.
Fairfax Market merchandises 2 of the 2 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 50/100.
enters a thin other breads shelf as a point of difference.
The full runway
Every category Boulart 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.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
How it prices
Where it would price in other breads. Each dot is a product on the shelf, by its cost per oz (hover for which).
What to bring to land
Boulart’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 →