Marie Callender'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.
Marie Callender's is a brand specializing in frozen meals and desserts, known for its made-from-scratch taste and quality ingredients.
It’s already on the shelf here, with 15 SKUs across 5 categories. The growth is depth and breadth: 5 categories to widen and 1 new door to enter, replicated across all 13 stores.
Lead with Turkey Pot Pie Large Size Frozen Meal in Frozen Pot Pies.
Safeway stocks frozen pot pies thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 7 other Bay Area grocers.
The more differentiated opening is frozen pot pies: Safeway stocks only 10 there, so Marie Callender's Turkey Pot Pie Large Size Frozen Meal stands out rather than blending in.
Safeway merchandises 6 of the 10 categories the brand sells.
organic against the store's assortment lean.
brand excitement 30/100.
enters a thin frozen pot pies shelf as a point of difference.
The full runway · across 13 stores
Every category Marie Callender'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 4 of 16 SKUs. Room to widen the line.
On shelf here, but only 4 of 11 SKUs. Room to widen the line.
How it prices
Where it would price in frozen pot pies. Each dot is a product on the shelf, by its cost per oz (hover for which). Marie Callender's (orange) sits well above the shelf.
What to bring to expand
Marie Callender'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 →
