Dietz & Watson at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Dietz & Watson is a family-owned brand specializing in premium deli meats, cheeses, and sausages.
It’s already on the shelf here, with 8 SKUs across 7 categories. The growth is depth and breadth: 3 categories to widen and 5 new doors to enter.
Lead with Ham, Applewood Smoked, Uncured in Deli Ham.
United Markets stocks deli ham 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 deli ham: United Markets stocks only 11 there, so Dietz & Watson Ham, Applewood Smoked, Uncured stands out rather than blending in.
United Markets merchandises 16 of the 16 categories the brand sells.
organic against the store's assortment lean.
brand excitement 40/100.
enters a thin deli ham 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 United Markets. 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 deli ham. Each dot is a product on the shelf, by its cost per oz (hover for which). Dietz & Watson (orange) sits in line with the shelf.
What to bring to expand
Dietz & Watson’s SKUs United Markets 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 United Markets’ 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. United Markets profile →
