Don Chilio at Mill Valley Market
Mill Valley Market is a specialty independent running 1 Bay Area store, mid-size at about 8,590 sq ft each.
Don Chilio isn’t on Mill Valley Market’s shelf yet. The opening: 1 category where the shelf is already deep and the brand runs strong elsewhere.
Lead with Chile Crisp, Jalapeno, Milder in Chili Sauces.
Mill Valley Market stocks chili sauces 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.
The more differentiated opening is chili sauces: Mill Valley Market stocks only 14 there, so Don Chilio Chile Crisp, Jalapeno, Milder stands out rather than blending in.
Mill Valley Market merchandises 2 of the 2 categories the brand sells.
non-gmo, vegetarian against the store's assortment lean.
brand excitement 60/100.
enters a thin chili sauces shelf as a point of difference.
The full runway
Every category Don Chilio plays in across the Bay Area grocers we track, and where it stands at Mill Valley Market. Depth is the distinct SKUs the store carries there versus the fleet median, shown next to the rival brands already on that shelf.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
The store barely carries this category, so it is a hard sell.
How it prices
Where it would price in chili sauces. Each dot is a product on the shelf, by its cost per oz (hover for which). Don Chilio (orange) sits well above the shelf.
What to bring to land
Don Chilio’s SKUs Mill Valley Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Presence and depth are measured from Mill Valley 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. Mill Valley Market profile →