Near East at Driver's Market
Driver's Market is a independent grocer running 1 Bay Area store.
Near East® is a brand known for its grain-based food products, including rice pilafs and couscous, founded in 1962 by Armenian immigrants in Worcester, Massachusetts.
Near East isn’t on Driver's Market’s shelf yet. The opening: 5 categories where the shelf is already deep and the brand runs strong elsewhere.
Lead with Original Rice Pilaf Mix in Boxed Grain Meal & Sides.
Driver's Market stocks boxed grain meal & sides thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 14 other Bay Area grocers.
The more differentiated opening is boxed grain meal & sides: Driver's Market stocks only 3 there, so Near East Original Rice Pilaf Mix stands out rather than blending in.
Driver's Market merchandises 5 of the 5 categories the brand sells.
non-gmo, vegetarian against the store's assortment lean.
brand excitement 45/100.
enters a thin boxed grain meal & sides shelf as a point of difference.
The full runway
Every category Near East 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.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
What to bring to land
Near East’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 →
