Lay's 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.
Lay's is a leading brand of potato chips, known for its wide variety of flavors and commitment to quality.
It’s already on the shelf here, with 24 SKUs across 1 category. The growth is depth and breadth: 1 category to widen, replicated across all 13 stores.
Lead with Baked Potato Chips, Original in Potato Chips.
Safeway stocks potato chips thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 6 other Bay Area grocers.
Safeway merchandises 2 of the 4 categories the brand sells.
vegetarian against the store's assortment lean.
brand excitement 50/100.
maps onto categories the store already runs.
The full runway · across 13 stores
Every category Lay's 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.
On shelf here, but only 24 of 59 SKUs. Room to widen the line.
The store barely carries this category, so it is a hard sell.
How it prices
Where it would price in potato chips. Each dot is a product on the shelf, by its cost per oz (hover for which). Lay's (orange) sits below the shelf.
What to bring to expand
Lay'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 →
