Equator at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Equator Coffees is a specialty coffee roaster known for its commitment to sustainably sourced and organic coffee.
It’s already on the shelf here, with 14 SKUs across 3 categories. The growth is depth and breadth: 3 categories to widen.
Lead with Peru Chirinos ROC, Whole Bean Coffee, Medium Light Roast in Whole Bean Coffee.
United Markets stocks whole bean coffee 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.
United Markets merchandises 3 of the 3 categories the brand sells.
non-gmo, organic against the store's assortment lean.
brand excitement 70/100.
maps onto categories the store already runs.
The full runway
Every category Equator 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.
On shelf here, but only 6 of 13 SKUs. Room to widen the line.
On shelf here, but only 6 of 8 SKUs. Room to widen the line.
How it prices
Where it would price in whole bean coffee. Each dot is a product on the shelf, by its cost per oz (hover for which). Equator (orange) sits above the shelf.
What to bring to expand
Equator’s SKUs United Markets 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 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 →
