Delallo at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
DeLallo is a brand specializing in authentic Italian foods, offering a wide range of products including pastas, sauces, olives, and prepared salads.
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen and 26 new doors to enter.
Lead with Gnocchi, Gluten Free, Mini in Gnocchi Pasta.
Fairfax Market stocks gnocchi pasta thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 3 other Bay Area grocers.
The more differentiated opening is gnocchi pasta: Fairfax Market stocks only 9 there, so DeLallo Gnocchi, Gluten Free, Mini stands out rather than blending in.
Fairfax Market merchandises 42 of the 47 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 58/100.
enters a thin gnocchi pasta shelf as a point of difference.
The full runway
Every category Delallo 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.
On shelf here, but only 1 of 3 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 gnocchi pasta. Each dot is a product on the shelf, by its cost per oz (hover for which).
What to bring to expand
Delallo’s SKUs Fairfax Market 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 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 →
