Dr. Praeger's at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
It’s already on the shelf here, with 3 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 2 new doors to enter.
Lead with Burger, Drive-Thru, All American in Frozen Vegetarian Burgers.
Fairfax Market stocks frozen vegetarian burgers 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 frozen vegetarian burgers: Fairfax Market stocks only 10 there, so Dr. Praeger's Burger, Drive-Thru, All American stands out rather than blending in.
Fairfax Market merchandises 3 of the 3 categories the brand sells.
non-gmo, vegan against the store's assortment lean.
an established national brand with proven demand.
enters a thin frozen vegetarian burgers shelf as a point of difference.
The full runway
Every category Dr. Praeger's 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 3 of 7 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
How it prices
Where it would price in frozen vegetarian burgers. Each dot is a product on the shelf, by its cost per oz (hover for which). Dr. Praeger's (orange) sits in line with the shelf.
What to bring to expand
Dr. Praeger'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 →
