Reading the shelf…
Fairfax Market is a independent grocer running 1 Bay Area store.
Double Elephant isn’t on Fairfax Market’s shelf yet. The opening: 2 categories where the shelf is already deep and the brand runs strong elsewhere.
Lead with Sea Salt Baked Squeezed Pretzels in Salts.
Fairfax Market stocks salts 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.
Fairfax Market carries pretzels in real depth, 33 SKUs against a fleet median of 16, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf.
Fairfax Market merchandises 2 of the 2 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 50/100.
the categories it plays in are already deep here.
Every category Double Elephant 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.
Where it would price in salts. Each dot is a product on the shelf, by its cost per oz (hover for which).
Double Elephant’s SKUs Fairfax Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
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 →