Mccormick 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.
McCormick is a well-established brand known for its extensive range of spices and seasoning mixes, which have been staples in kitchens since 1889.
It’s already on the shelf here, with 2 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen, replicated across all 13 stores.
Lead with 30% Less Sodium Taco Seasoning Mix in Latin And Hispanic Seasoning Mixes.
Safeway stocks latin and hispanic seasoning mixes 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.
The more differentiated opening is latin and hispanic seasoning mixes: Safeway stocks only 2 there, so McCormick 30% Less Sodium Taco Seasoning Mix stands out rather than blending in.
Safeway merchandises 3 of the 70 categories the brand sells.
non-gmo, vegan against the store's assortment lean.
brand excitement 45/100.
enters a thin latin and hispanic seasoning mixes shelf as a point of difference.
The full runway · across 13 stores
Every category Mccormick 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 1 of 11 SKUs. Room to widen the line.
On shelf here, but only 1 of 2 SKUs. Room to widen the line.
What to bring to expand
Mccormick’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 →
