Illy at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Illy isn’t on Fairfax Market’s shelf yet. The opening: 4 categories where the shelf is already deep and the brand runs strong elsewhere.
Lead with K-Cup Coffee Pods, Classico Medium Roast, 100% Arabica Coffee in Coffee Pods.
Fairfax Market stocks coffee pods thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 8 other Bay Area grocers.
The more differentiated opening is coffee pods: Fairfax Market stocks only 13 there, so illy K-Cup Coffee Pods, Classico Medium Roast, 100% Arabica Coffee stands out rather than blending in.
Fairfax Market merchandises 4 of the 4 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 50/100.
enters a thin coffee pods shelf as a point of difference.
The full runway
Every category Illy 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.
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 coffee pods. Each dot is a product on the shelf, by its cost per oz (hover for which). Illy (orange) sits in line with the shelf.
What to bring to land
Illy’s SKUs Fairfax Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
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 →
