Mama Lil's at Driver's Market
Driver's Market is a independent grocer running 1 Bay Area store.
Mama Lil's isn’t on Driver's Market’s shelf yet. The opening: 1 category where the shelf is already deep and the brand runs strong elsewhere.
Lead with Green Beans in Spicy Brine in Pickled Vegetables.
Driver's Market stocks pickled vegetables thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 3 other Bay Area grocers.
The more differentiated opening is pickled vegetables: Driver's Market stocks only 13 there, so Mama Lil's Green Beans in Spicy Brine stands out rather than blending in.
Driver's Market merchandises 2 of the 2 categories the brand sells.
vegetarian against the store's assortment lean.
brand excitement 55/100.
enters a thin pickled vegetables shelf as a point of difference.
The full runway
Every category Mama Lil's plays in across the Bay Area grocers we track, and where it stands at Driver's Market. Depth is the distinct SKUs the store carries there versus the fleet median, shown next to the rival brands already on that shelf.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
The store barely carries this category, so it is a hard sell.
How it prices
Where it would price in pickled vegetables. Each dot is a product on the shelf, by its cost per oz (hover for which). Mama Lil's (orange) sits in line with the shelf.
What to bring to land
Mama Lil's’ SKUs Driver's Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Presence and depth are measured from Driver's 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. Driver's Market profile →
