Kraft 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.
Kraft is a well-known brand specializing in cheese and prepared foods, offering a variety of products that cater to different meal occasions.
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 5 new doors to enter, replicated across all 13 stores.
Safeway merchandises 9 of the 23 categories the brand sells.
vegetarian against the store's assortment lean.
brand excitement 25/100.
maps onto categories the store already runs.
The full runway · across 13 stores
Every category Kraft 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.
Already stocked here in other categories, so this one is a natural extension.
How it prices
Where it would price in cheddar. Each dot is a product on the shelf, by its cost per oz (hover for which). Kraft (orange) sits below the shelf.
What to bring to expand
Kraft’s SKUs Safeway 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 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 →
