Reading the shelf…
Target is a discount independent running 6 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen, replicated across all 6 stores.
Lead with Case of Fiesta Size Cafe Style Tortilla Chips in Tortilla Chips.
Target stocks tortilla chips 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.
Target merchandises 2 of the 2 categories the brand sells.
vegetarian against the store's assortment lean.
brand excitement 45/100.
maps onto categories the store already runs.
Every category On The Border plays in across the Bay Area grocers we track, and where it stands at Target. Depth is the distinct SKUs the store carries there versus the fleet median, shown next to the rival brands already on that shelf.
Where it would price in tortilla chips. Each dot is a product on the shelf, by its cost per oz (hover for which).
On The Border’s SKUs Target doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Presence and depth are measured from Target’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. Target profile →