Passione Pizza at Fairfax Market
Fairfax 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 and 2 new doors to enter.
Lead with Gluten Free Pizza Dough Ball in Pizza Dough.
Fairfax Market stocks pizza dough 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.
Fairfax Market carries frozen pizzas in real depth, 47 SKUs against a fleet median of 20.5, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf. The more differentiated opening is pizza dough: Fairfax Market stocks only 1 there, so Passione Pizza Gluten Free Pizza Dough Ball stands out rather than blending in. Lead with the pizza dough, and position the frozen pizzas as a finishing or gift item.
Fairfax Market merchandises 4 of the 4 categories the brand sells.
organic, vegetarian against the store's assortment lean.
brand excitement 60/100.
enters a thin pizza dough shelf as a point of difference.
The full runway
Every category Passione Pizza plays in across the Bay Area grocers we track, and where it stands at Fairfax 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 3 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
What to bring to expand
Passione Pizza’s SKUs Fairfax 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 Fairfax 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. Fairfax Market profile →
