Delallo at Safeway
Safeway is a conventional independent running 13 Bay Area stores, large-format at about 37,374 sq ft each, indexing high on established names versus other Bay Area grocers.
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 2 SKUs across 2 categories. The growth is depth and breadth: 1 category to widen and 4 new doors to enter, replicated across all 13 stores.
Lead with Sliced Mild Pepperoncini in Canned Banana Peppers.
Safeway stocks canned banana peppers 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 canned banana peppers: Safeway stocks only 11 there, so DeLallo Sliced Mild Pepperoncini stands out rather than blending in.
Safeway merchandises 12 of the 47 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 58/100.
enters a thin canned banana peppers shelf as a point of difference.
The full runway · across 13 stores
Every category Delallo plays in across the Bay Area grocers we track, and where it stands at Safeway. 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 canned banana peppers. Each dot is a product on the shelf, by its cost per fl oz (hover for which).
What to bring to expand
Delallo’s SKUs Safeway 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 Safeway’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. Safeway profile →
