Dry Brew at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Dry Brew offers a convenient coffee experience with its innovative coffee chews, providing the flavor and caffeine of a traditional cup of coffee without the need for brewing.
Dry Brew isn’t on Fairfax Market’s shelf yet. The opening: 1 category where the shelf is already deep and the brand runs strong elsewhere.
Lead with Coffee Chew in Chewy Candy.
Fairfax Market stocks chewy candy 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.
The more differentiated opening is chewy candy: Fairfax Market stocks only 13 there, so Dry Brew Coffee Chew stands out rather than blending in.
Fairfax Market merchandises 2 of the 2 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 50/100.
enters a thin chewy candy shelf as a point of difference.
The full runway
Every category Dry Brew 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.
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 chewy candy. Each dot is a product on the shelf, by its cost per oz (hover for which). Dry Brew (orange) sits well above the shelf.
What to bring to land
Dry Brew’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 →