Echo Falls 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.
Echo Falls is a leading premium smoked seafood brand in the United States, specializing in a variety of smoked and specialty seafood products.
It’s already on the shelf here, with 5 SKUs across 1 category. The growth is depth and breadth: 1 category to widen, replicated across all 13 stores.
Lead with Wild Alaskan Traditional Applewood Smoked Sockeye Salmon in Smoked Salmon.
Safeway stocks smoked salmon thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 8 other Bay Area grocers.
Safeway carries smoked salmon in real depth, 21 SKUs against a fleet median of 6.5, 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.
wild-caught against the store's assortment lean.
brand excitement 50/100.
the categories it plays in are already deep here.
The full runway · across 13 stores
Every category Echo Falls 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.
On shelf here, but only 5 of 12 SKUs. Room to widen the line.
The store barely carries this category, so it is a hard sell.
How it prices
Where it would price in smoked salmon. Each dot is a product on the shelf, by its cost per oz (hover for which). Echo Falls (orange) sits well above the shelf.
What to bring to expand
Echo Falls’ SKUs Safeway 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 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 →
