Dynasty at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
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 11 SKUs across 9 categories. The growth is depth and breadth: 4 categories to widen and 3 new doors to enter.
Lead with Shiitake, Sliced in Dried Mushrooms.
Fairfax Market stocks dried mushrooms thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 2 other Bay Area grocers.
The more differentiated opening is dried mushrooms: Fairfax Market stocks only 3 there, so Dynasty Shiitake, Sliced stands out rather than blending in.
Fairfax Market merchandises 16 of the 19 categories the brand sells.
vegetarian against the store's assortment lean.
brand excitement 40/100.
enters a thin dried mushrooms shelf as a point of difference.
The full runway
Every category Dynasty 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 2 of 4 SKUs. Room to widen the line.
On shelf here, but only 1 of 2 SKUs. Room to widen the line.
What to bring to expand
Dynasty’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 →
