Death Wish Coffee at Target
Target is a discount independent running 6 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
It’s already on the shelf here, with 3 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 3 new doors to enter, replicated across all 6 stores.
Lead with Espresso Roast, Organic and Fair Trade, Ground Coffee in Ground Coffee.
Target stocks ground coffee thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 2 other Bay Area grocers.
Target carries ground coffee in real depth, 134 SKUs against a fleet median of 44, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf.
Target merchandises 4 of the 4 categories the brand sells.
non-gmo, organic against the store's assortment lean.
an established national brand with proven demand.
the categories it plays in are already deep here.
The full runway · across 6 stores
Every category Death Wish Coffee 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 3 of 5 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 ground coffee. Each dot is a product on the shelf, by its cost per oz (hover for which). Death Wish Coffee (orange) sits well above the shelf.
What to bring to expand
Death Wish Coffee’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 →
