Dry 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 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 Sodas, Zero Sugar, Organic, Cola in Cola.
Safeway stocks cola 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 cola: Safeway stocks only 11 there, so DRY Sodas, Zero Sugar, Organic, Cola stands out rather than blending in.
Safeway merchandises 1 of the 1 category the brand sells.
non-gmo, organic against the store's assortment lean.
brand excitement 70/100.
enters a thin cola shelf as a point of difference.
The full runway · across 13 stores
Every category Dry 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.
How it prices
Where it would price in cola. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Dry (orange) sits well above the shelf.
What to bring to land
Dry’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 →