Dry Brew at Safeway
Safeway is a conventional independent running 13 Bay Area stores, large-format at about 37,374 sq ft each, indexing high on established names versus other Bay Area grocers.
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 Safeway’s shelf yet in any of its 13 stores. The opening: 1 category where the shelf is already deep and the brand runs strong elsewhere.
Lead with Coffee Chew in Chewy Candy.
Safeway 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.
Safeway carries chewy candy in real depth, 33 SKUs against a fleet median of 8, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf.
Safeway merchandises 1 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.
The full runway · across 13 stores
Every category Dry Brew plays in across the Bay Area grocers we track, and where it stands at Safeway. 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 Safeway doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Presence and depth are measured from Safeway’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. Safeway profile →