Guerrero at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
It’s already on the shelf here, with 11 SKUs across 3 categories. The growth is depth and breadth: 3 categories to widen.
Lead with Tostadas Caseras Amarillas in Tostadas.
Fairfax Market stocks tostadas thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 4 other Bay Area grocers.
Fairfax Market carries flour tortillas in real depth, 27 SKUs against a fleet median of 10, 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 tostadas: Fairfax Market stocks only 3 there, so Guerrero Tostadas Caseras Amarillas stands out rather than blending in. Lead with the tostadas, and position the flour tortillas as a finishing or gift item.
Fairfax Market merchandises 4 of the 5 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 30/100.
enters a thin tostadas shelf as a point of difference.
The full runway
Every category Guerrero plays in across the Bay Area grocers we track, and where it stands at Fairfax Market. 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 17 SKUs. Room to widen the line.
On shelf here, but only 3 of 10 SKUs. Room to widen the line.
What to bring to expand
Guerrero’s SKUs Fairfax Market 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 Fairfax 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. Fairfax Market profile →
