Reading the shelf…
Fairfax Market is a independent grocer running 1 Bay Area store.
Chukar Cherries 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 Cherry Apple Crisps in Fruit Chips.
Fairfax Market stocks fruit chips 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 fruit chips: Fairfax Market stocks only 6 there, so Chukar Cherries Cherry Apple Crisps stands out rather than blending in.
Fairfax Market merchandises 4 of the 4 categories the brand sells.
vegetarian against the store's assortment lean.
brand excitement 55/100.
enters a thin fruit chips shelf as a point of difference.
Every category Chukar Cherries 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.
Where it would price in fruit chips. Each dot is a product on the shelf, by its cost per oz (hover for which).
Chukar Cherries’ 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 →
The store barely carries this category, so it is a hard sell.
The store barely carries this category, so it is a hard sell.