Crawfords at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Crawfords isn’t on Fairfax Market’s shelf yet. The opening: 1 category where the shelf is already deep and the brand runs strong elsewhere.
Lead with Garibaldi Biscuits in Packaged Biscuits.
Fairfax Market stocks packaged biscuits 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 packaged biscuits: Fairfax Market stocks only 9 there, so Crawfords Garibaldi Biscuits stands out rather than blending in.
Fairfax Market merchandises 1 of the 1 category the brand sells.
no strong clean/diet signal either way.
brand excitement 25/100.
enters a thin packaged biscuits shelf as a point of difference.
The full runway
Every category Crawfords 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.
How it prices
Where it would price in packaged biscuits. Each dot is a product on the shelf, by its cost per oz (hover for which). Crawfords (orange) sits well above the shelf.
What to bring to land
Crawfords’ 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 →