Reading the shelf…

Shelf playbook

Dynasty at Berkeley Bowl

Berkeley Bowl is a specialty independent running 2 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.

Dynasty is a leading brand of Asian specialty food ingredients, offering a diverse range of products designed for Chinese, Thai, and Southeast Asian cooking.

It’s already on the shelf here, with 8 SKUs across 7 categories. The growth is depth and breadth: 3 categories to widen and 6 new doors to enter, replicated across all 2 stores.

◆ The wedge · where to start

Lead with Water Chestnuts in Canned Water Chestnuts.

Berkeley Bowl stocks canned water chestnuts thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 7 other Bay Area grocers.

Berkeley Bowl carries other sauces in real depth, 76 SKUs against a fleet median of 11, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf. The more differentiated opening is canned water chestnuts: Berkeley Bowl stocks only 1 there, so Dynasty Water Chestnuts stands out rather than blending in. Lead with the canned water chestnuts, and position the other sauces as a finishing or gift item.

fit strength / 100

Category fit · 35%95

Berkeley Bowl merchandises 18 of the 19 categories the brand sells.

Values match · 25%92

vegetarian against the store's assortment lean.

Brand pull · 25%40

brand excitement 40/100.

White space · 15%100

enters a thin canned water chestnuts shelf as a point of difference.

The full runway · across 2 stores

Every category Dynasty plays in across the Bay Area grocers we track, and where it stands at Berkeley Bowl. Depth is the distinct SKUs the store carries there versus the fleet median, shown next to the rival brands already on that shelf.

Sesame OilDeepen

On shelf here, but only 1 of 4 SKUs. Room to widen the line.

Berkeley Bowl depth 11 SKUs (fleet median 4)Dynasty here 1/4

up against: spectrum 6, eden foods 1, kadoya 1, la tourangelle 1, napa valley naturals 1

Canned Water ChestnutsDeepen

On shelf here, but only 1 of 2 SKUs. Room to widen the line.

What to bring to expand

Dynasty’s SKUs Berkeley Bowl doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.

Dynasty Bamboo Shoots, Sliced

$1.79$0.22/ozat 8 grocers

Dynasty Water Chestnuts

$1.89$0.24/ozat 7 grocers

Dynasty Hoisin Sauce

$5.59$0.80/ozat 6 grocers

Already on the shelf

Dynasty Chinese Five Spices

$6.49

no image

DYNASTY Dressing Japanese Style Asian Sesame

$5.89

Dynasty Sesame Chili Oil

$5.89

Dynasty Plum Sauce

Presence and depth are measured from Berkeley Bowl’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. Berkeley Bowl profile →

Berkeley Bowl depth 1 SKUs (fleet median 2)

Dried MushroomsDeepen

On shelf here, but only 1 of 2 SKUs. Room to widen the line.

Berkeley Bowl depth 14 SKUs (fleet median 3)Dynasty here 1/2

up against: mycological 4, pistol river 3, pistol river mushrooms 2, fungi foods 1, joy luck 1

Jasmine RiceExtend

Already stocked here in other categories, so this one is a natural extension.

Berkeley Bowl depth 15 SKUs (fleet median 7.5)Dynasty here 0/2

up against: lundberg family farms 4, dragonfly 2, 3 ladies 1, beretta organic farms 1, field day 1

Canned CornExtend

Already stocked here in other categories, so this one is a natural extension.

Berkeley Bowl depth 22 SKUs (fleet median 3)Dynasty here 0/2

up against: del monte 10, essential everyday 4, teasdale 3, s&w 1, wei-chuan 1

Bread CrumbsExtend

Already stocked here in other categories, so this one is a natural extension.

Berkeley Bowl depth 15 SKUs (fleet median 6)Dynasty here 0/1

up against: progresso 4, edward & sons 3, aleia's 1, jfc 1, kellogg's froot loops 1

Hoisin SauceExtend

Already stocked here in other categories, so this one is a natural extension.

Berkeley Bowl depth 5 SKUs (fleet median 1)Dynasty here 0/1

up against: koon chun 1, lee kum kee 1, lucky foods 1, san-j 1, wok mei 1

Oyster SaucesExtend

Already stocked here in other categories, so this one is a natural extension.

Berkeley Bowl depth 4 SKUs (fleet median 1)Dynasty here 0/1

up against: lee kum kee 2, 24 vegan 1, wok mei 1

Chili OilExtend

Already stocked here in other categories, so this one is a natural extension.

Berkeley Bowl depth 10 SKUs (fleet median 2)Dynasty here 0/1

up against: hot girl sauce 4, lee kum kee 1, momofuku 1, odawaraya 1, s&b foods golden curry 1

Other SaucesHolding

Fully stocked here (2/2 SKUs).

Berkeley Bowl depth 76 SKUs (fleet median 11)Dynasty here 2/2

up against: kikkoman 6, primal kitchen 4, house foods 3, siete 3, bachan's 2

Asian DressingHolding

Fully stocked here (1/1 SKUs).

Berkeley Bowl depth 3 SKUs (fleet median 3)Dynasty here 1/1

up against: primal kitchen 1, yeshi 1

Dried Five SpiceHolding

Fully stocked here (1/1 SKUs).

Berkeley Bowl depth 5 SKUs (fleet median 1)Dynasty here 1/1

up against: spicely organics 2, frontier co-op 1, morton & bassett spices 1

Other MustardHolding

Fully stocked here (1/1 SKUs).

Berkeley Bowl depth 25 SKUs (fleet median 9)Dynasty here 1/1

up against: edmond fallot 3, caplansky's 2, organicville 2, amora 1, ba-tampte 1

Wrapping DoughThin shelf