Reading the shelf…

Shelf playbook

Luke’s Local at Berkeley Bowl

Berkeley Bowl is a specialty independent running 2 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.

Luke’s Local: Luke's Local is an independently owned grocery business based in San Francisco, California, founded in 2010 by Luke Oppenheim.

Luke’s Local isn’t on Berkeley Bowl’s shelf yet in any of its 2 stores. The opening: 22 categories where the shelf is already deep and the brand runs strong elsewhere.

◆ The wedge · where to start

Lead with Curried Cashews in Cashews.

Berkeley Bowl stocks cashews 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.

Berkeley Bowl carries whole bean coffee in real depth, 185 SKUs against a fleet median of 33, 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 cashews: Berkeley Bowl stocks only 8 there, so Luke’s Local Curried Cashews stands out rather than blending in. Lead with the cashews, and position the whole bean coffee as a finishing or gift item.

opportunity / 100

Category fit · 35%79

Berkeley Bowl merchandises 23 of the 29 categories the brand sells.

Values match · 25%92

organic against the store's assortment lean.

Brand pull · 25%55

brand excitement 55/100.

White space · 15%100

enters a thin cashews shelf as a point of difference.

The full runway · across 2 stores

Every category Luke’s Local plays in across the Bay Area grocers we track, and where it stands at Berkeley Bowl. Depth is the distinct SKUs the store carries there versus the fleet median, shown next to the rival brands already on that shelf.

Cookie DoughsEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Berkeley Bowl depth 10 SKUs (fleet median 7)Luke’s Local here 0/3

up against: sweet loren's 4, miss jones baking co. 3, doughpamine 1, love & cookies 1, nestle 1

Frozen Pot PiesEnter

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 cashews. Each dot is a product on the shelf, by its cost per oz (hover for which).

shelf median $1.55/oz

What to bring to land

Luke’s Local’s SKUs Berkeley Bowl doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.

Luke's Balsamic Vinaigrette

Luke’s Local Baba Ganoush

$8.79at 1 grocer

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Presence and depth are measured from Berkeley Bowl’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. Berkeley Bowl profile →

Berkeley Bowl depth 17 SKUs (fleet median 6)Luke’s Local here 0/3

Chocolate Chip CookiesEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Berkeley Bowl depth 14 SKUs (fleet median 8.5)Luke’s Local here 0/2

up against: al's real goods 2, alternative baking company, inc. 2, kelley's kookies 2, the graceful cookie 2, grand bakery 1

Cold-Pressed JuiceEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Berkeley Bowl depth 67 SKUs (fleet median 19.5)Luke’s Local here 0/2

up against: evolution fresh 13, pressed 11, columbia gorge organic 6, naked 6, suja organic 6

Other CookiesEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Berkeley Bowl depth 25 SKUs (fleet median 11)Luke’s Local here 0/2

up against: true delicious 4, d'vine cookies 2, grand bakery 2, o'ts cookies 2, wooden table baking co. 2

CashewsEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Berkeley Bowl depth 8 SKUs (fleet median 5)Luke’s Local here 0/2

up against: sahale snacks 2, mavuno harvest 1, pf snacks 1, planters 1, tosi 1

Other Dips and SpreadsEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Berkeley Bowl depth 45 SKUs (fleet median 10)Luke’s Local here 0/2

up against: bitchin' sauce 5, oolie 4, anne's toum 3, zergut 3, annie's 2

CroutonsEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Berkeley Bowl depth 14 SKUs (fleet median 4.5)Luke’s Local here 0/1

up against: briannas 3, chatham village 3, kooshy 3, semifreddi’s 2, carrington farms 1

GranolaEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Berkeley Bowl depth 144 SKUs (fleet median 41)Luke’s Local here 0/1

up against: purely elizabeth 12, mother nature's 8, from the fields’ 7, grandy's organics 7, kind 7

Olive OilsEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Berkeley Bowl depth 152 SKUs (fleet median 31)Luke’s Local here 0/1

up against: california olive ranch 11, cobram estate 6, giuliano 6, partanna 6, frantoia 5

OlivesEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Berkeley Bowl depth 115 SKUs (fleet median 19.5)Luke’s Local here 0/1

up against: mezzetta 8, divina 7, iliada 7, jeff's garden 7, monte pollino 7

Other DressingEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Berkeley Bowl depth 27 SKUs (fleet median 8)Luke’s Local here 0/1

up against: nago 4, angelo pietro 3, primal kitchen 3, briannas 2, burma love 2

Other Frozen EntreesEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Berkeley Bowl depth 20 SKUs (fleet median 14)Luke’s Local here 0/1

up against: lean cuisine 4, amy's kitchen 3, stouffer's 3, kevin's natural foods 2, blake's 1

Pickled VegetablesEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Berkeley Bowl depth 52 SKUs (fleet median 8.5)Luke’s Local here 0/1

up against: pacific pickle works 7, jeff's garden 4, marconi brand 4, mama lil's 3, mezzetta 3

Ranch DressingEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Berkeley Bowl depth 17 SKUs (fleet median 7)Luke’s Local here 0/1

up against: hidden valley 4, briannas 3, kraft 2, primal kitchen 2, toby's 2

Vinaigrette DressingEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Berkeley Bowl depth 33 SKUs (fleet median 11)Luke’s Local here 0/1

up against: briannas 12, california olive ranch 4, girard's 3, newman's own 3, organicville 3

AlmondsEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Berkeley Bowl depth 20 SKUs (fleet median 13)Luke’s Local here 0/1

up against: arroyo seco 2, blue diamond 2, daily crunch snacks 2, mitica 2, sahale snacks 2

Whole Bean CoffeeEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Berkeley Bowl depth 185 SKUs (fleet median 33)Luke’s Local here 0/1

up against: jeremiah's pick coffee 11, verve coffee 10, berkeley bowl 9, counter culture 9, stumptown 9

Caesar DressingEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Berkeley Bowl depth 12 SKUs (fleet median 5)Luke’s Local here 0/1

up against: briannas 2, girard's 2, cardini's 1, chosen foods 1, daiya 1

Canned Crushed TomatoesEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Berkeley Bowl depth 20 SKUs (fleet median 7.5)Luke’s Local here 0/1

up against: cento 3, muir glen 3, strianese 3, bionaturae 2, essential everyday 2

CheddarEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Berkeley Bowl depth 78 SKUs (fleet median 31)Luke’s Local here 0/1

up against: cabot 16, tillamook 12, berkeley bowl 7, organic valley® 6, clover sonoma 5

Chicken BrothEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Berkeley Bowl depth 39 SKUs (fleet median 14.5)Luke’s Local here 0/1

up against: swanson's 10, pacific foods 9, berkeley bowl 3, kitchen basics 3, bonafide provisions 2

Meat & SeafoodThin shelf

The store barely carries this category, so it is a hard sell.

Berkeley Bowl depth 0 SKUs (fleet median 122)Luke’s Local here 0/2

Frozen Cookie DoughThin shelf

The store barely carries this category, so it is a hard sell.

Berkeley Bowl depth 2 SKUs (fleet median 1)Luke’s Local here 0/1

up against: doughpamine 1, something sweet 1

+ 5 more categories (mostly fully stocked or too thin to matter).

Luke’s Local Caesar Dressing

$7.69at 1 grocer