Peet's Coffee at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Peet's Coffee is a specialty coffee brand known for its high-quality, handcrafted coffee products.
It’s already on the shelf here, with 25 SKUs across 3 categories. The growth is depth and breadth: 3 categories to widen.
Lead with Espresso Capsules, Ricchezza Intensity 8 in Coffee Pods.
Fairfax Market stocks coffee pods thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 5 other Bay Area grocers.
The more differentiated opening is coffee pods: Fairfax Market stocks only 13 there, so Peet's Coffee Espresso Capsules, Ricchezza Intensity 8 stands out rather than blending in.
Fairfax Market merchandises 3 of the 3 categories the brand sells.
organic against the store's assortment lean.
brand excitement 56/100.
enters a thin coffee pods shelf as a point of difference.
The full runway
Every category Peet's Coffee 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 15 of 27 SKUs. Room to widen the line.
On shelf here, but only 7 of 26 SKUs. Room to widen the line.
How it prices
Where it would price in coffee pods. Each dot is a product on the shelf, by its cost per oz (hover for which). Peet's Coffee (orange) sits well above the shelf.
What to bring to expand
Peet's Coffee’s SKUs Fairfax Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Already on the shelf · showing 24 of 25
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 →
