P.f. Chang's 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.
It’s already on the shelf here, with 9 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 1 new door to enter, replicated across all 13 stores.
Lead with Home Menu Vegetable Egg Rolls, Frozen Appetizers in Frozen Egg Rolls.
Safeway stocks frozen egg rolls 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 egg rolls: Safeway stocks only 6 there, so P.F. Chang's Home Menu Vegetable Egg Rolls, Frozen Appetizers stands out rather than blending in.
Safeway merchandises 3 of the 3 categories the brand sells.
vegetarian against the store's assortment lean.
brand excitement 50/100.
enters a thin frozen egg rolls shelf as a point of difference.
The full runway · across 13 stores
Every category P.f. Chang's 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 8 of 16 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
P.f. Chang'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 →
