From The Ground Up at Driver's Market
Driver's Market is a independent grocer running 1 Bay Area store.
From The Ground Up isn’t on Driver's Market’s shelf yet. The opening: 4 categories where the shelf is already deep and the brand runs strong elsewhere.
Lead with Real Food From the Ground Up Cauliflower Pretzels, Twists in Pretzels.
Driver's Market stocks pretzels 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 pretzels: Driver's Market stocks only 10 there, so Real Food From the Ground Up Cauliflower Pretzels, Twists stands out rather than blending in.
Driver's Market merchandises 4 of the 4 categories the brand sells.
non-gmo, vegan, vegetarian against the store's assortment lean.
brand excitement 75/100.
enters a thin pretzels shelf as a point of difference.
The full runway
Every category From The Ground Up plays in across the Bay Area grocers we track, and where it stands at Driver's Market. 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.
How it prices
Where it would price in pretzels. Each dot is a product on the shelf, by its cost per oz (hover for which). From The Ground Up (orange) sits well above the shelf.
What to bring to land
From The Ground Up’s SKUs Driver's Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Presence and depth are measured from Driver's 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. Driver's Market profile →
