Field Roast 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.
Field Roast is a Seattle-based company known for its artisanal plant-based meats and cheeses, founded in 1997.
Field Roast isn’t on Safeway’s shelf yet in any of its 13 stores. The opening: 3 categories where the shelf is already deep and the brand runs strong elsewhere.
Lead with Corn Dogs, Plant-Based, Miniature in Frozen Hot Dog Snacks.
Safeway stocks frozen hot dog snacks thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 5 other Bay Area grocers.
The more differentiated opening is frozen hot dog snacks: Safeway stocks only 4 there, so Field Roast Corn Dogs, Plant-Based, Miniature stands out rather than blending in.
Safeway merchandises 5 of the 13 categories the brand sells.
non-gmo, vegan, vegetarian against the store's assortment lean.
brand excitement 75/100.
enters a thin frozen hot dog snacks shelf as a point of difference.
The full runway · across 13 stores
Every category Field Roast 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.
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
Field Roast’s SKUs Safeway doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
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 →
