Dietz & Watson at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Dietz & Watson is a family-owned brand specializing in premium deli meats, cheeses, and sausages.
It’s already on the shelf here, with 13 SKUs across 8 categories. The growth is depth and breadth: 5 categories to widen and 1 new door to enter.
Lead with Buffalo Style Chicken Breast, Pre-Sliced in Deli Chicken.
Fairfax Market stocks deli chicken 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 deli chicken: Fairfax Market stocks only 2 there, so Dietz & Watson Buffalo Style Chicken Breast, Pre-Sliced stands out rather than blending in.
Fairfax Market merchandises 15 of the 16 categories the brand sells.
organic against the store's assortment lean.
brand excitement 40/100.
enters a thin deli chicken shelf as a point of difference.
The full runway
Every category Dietz & Watson 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 4 of 11 SKUs. Room to widen the line.
On shelf here, but only 1 of 13 SKUs. Room to widen the line.
What to bring to expand
Dietz & Watson’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 →
