Doritos at Berkeley Bowl
Berkeley Bowl is a specialty independent running 2 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Doritos is a popular American brand of flavored tortilla chips produced by Frito-Lay, a subsidiary of PepsiCo.
Doritos isn’t on Berkeley Bowl’s shelf yet in any of its 2 stores. The opening: 1 category where the shelf is already deep and the brand runs strong elsewhere.
Lead with Flavored Tortilla Chips, Cool Ranch in Tortilla Chips.
Berkeley Bowl stocks tortilla chips thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 7 other Bay Area grocers.
Berkeley Bowl carries tortilla chips in real depth, 83 SKUs against a fleet median of 40, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf.
Berkeley Bowl merchandises 1 of the 1 category the brand sells.
vegetarian against the store's assortment lean.
brand excitement 30/100.
the categories it plays in are already deep here.
The full runway · across 2 stores
Every category Doritos plays in across the Bay Area grocers we track, and where it stands at Berkeley Bowl. 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.
How it prices
Where it would price in tortilla chips. Each dot is a product on the shelf, by its cost per oz (hover for which). Doritos (orange) sits in line with the shelf.
What to bring to land
Doritos’ SKUs Berkeley Bowl doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Presence and depth are measured from Berkeley Bowl’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. Berkeley Bowl profile →
