Lucerne 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.
Lucerne is a grocery brand specializing in cheese products. The brand offers a variety of cheese options, including finely shredded cheese blends and cheese party trays, catering to both…
It’s already on the shelf here, with 15 SKUs across 5 categories. The growth is depth and breadth: 4 categories to widen and 2 new doors to enter, replicated across all 13 stores.
Lead with Egg Whites, 100% Liquid in Liquid Eggs.
Safeway stocks liquid eggs 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.
Safeway carries whole eggs in real depth, 36 SKUs against a fleet median of 14, 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 liquid eggs: Safeway stocks only 7 there, so Lucerne Egg Whites, 100% Liquid stands out rather than blending in. Lead with the liquid eggs, and position the whole eggs as a finishing or gift item.
Safeway merchandises 19 of the 30 categories the brand sells.
cage-free against the store's assortment lean.
brand excitement 20/100.
enters a thin liquid eggs shelf as a point of difference.
The full runway · across 13 stores
Every category Lucerne 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 6 of 8 SKUs. Room to widen the line.
On shelf here, but only 4 of 8 SKUs. Room to widen the line.
What to bring to expand
Lucerne’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 →
