El Burrito at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
El Burrito is a grocery brand specializing in meatless sausage alternatives, particularly known for its Organic Soyrizo, a plant-based chorizo made from soy.
El Burrito isn’t on United Markets’ shelf yet. The opening: 2 categories where the shelf is already deep and the brand runs strong elsewhere.
Lead with Organic Soyrizo Meatless Soy Chorizo in Vegetarian Sausages.
United Markets stocks vegetarian sausages thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 11 other Bay Area grocers.
United Markets carries pickled vegetables in real depth, 22 SKUs against a fleet median of 8.5, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf. The more differentiated opening is vegetarian sausages: United Markets stocks only 4 there, so El Burrito Organic Soyrizo Meatless Soy Chorizo stands out rather than blending in. Lead with the vegetarian sausages, and position the pickled vegetables as a finishing or gift item.
United Markets merchandises 2 of the 2 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 60/100.
enters a thin vegetarian sausages shelf as a point of difference.
The full runway
Every category El Burrito plays in across the Bay Area grocers we track, and where it stands at United Markets. 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.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
What to bring to land
El Burrito’s SKUs United Markets doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Presence and depth are measured from United Markets’ 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. United Markets profile →