La Brea at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
It’s already on the shelf here, with 10 SKUs across 7 categories. The growth is depth and breadth: 1 category to widen and 2 new doors to enter.
Lead with Sourdough Baguette in Baguettes.
Fairfax Market stocks baguettes thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 1 other Bay Area grocer.
The more differentiated opening is baguettes: Fairfax Market stocks only 6 there, so La Brea Sourdough Baguette stands out rather than blending in.
Fairfax Market merchandises 9 of the 9 categories the brand sells.
non-gmo against the store's assortment lean.
brand excitement 45/100.
enters a thin baguettes shelf as a point of difference.
The full runway
Every category La Brea 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 2 of 3 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
How it prices
Where it would price in baguettes. Each dot is a product on the shelf, by its cost per oz (hover for which). La Brea (orange) sits well above the shelf.
What to bring to expand
La Brea’s SKUs Fairfax Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Already on the shelf · showing 9 of 10
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 →
