Old Bay® at Driver's Market
Driver's Market is a independent grocer running 1 Bay Area store.
Old Bay® 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 OLD BAY Hot Seasoning in Other Seasoning Mixes.
Driver's Market stocks other 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.
Driver's Market merchandises 3 of the 3 categories the brand sells.
non-gmo against the store's assortment lean.
brand excitement 50/100.
maps onto categories the store already runs.
The full runway
Every category Old Bay® 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 other seasoning mixes. Each dot is a product on the shelf, by its cost per oz (hover for which). Old Bay® (orange) sits well above the shelf.
What to bring to land
Old Bay®’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 →
