Orca Bay at Driver's Market
Driver's Market is a independent grocer running 1 Bay Area store.
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen.
Lead with Keta Salmon Fillets in Frozen Salmon.
Driver's Market stocks frozen salmon 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 frozen salmon: Driver's Market stocks only 1 there, so Orca Bay Keta Salmon Fillets stands out rather than blending in.
Driver's Market merchandises 1 of the 5 categories the brand sells.
non-gmo, wild-caught against the store's assortment lean.
brand excitement 45/100.
enters a thin frozen salmon shelf as a point of difference.
The full runway
Every category Orca 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.
On shelf here, but only 1 of 2 SKUs. Room to widen the line.
The store barely carries this category, so it is a hard sell.
The store barely carries this category, so it is a hard sell.
What to bring to expand
Orca Bay’s SKUs Driver's Market 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 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 →
