Reading the shelf…
Fairfax Market is a independent grocer running 1 Bay Area store.
Pepe Saya isn’t on Fairfax Market’s shelf yet. The opening: 2 categories where the shelf is already deep and the brand runs strong elsewhere.
Lead with Unsalted Butter in Unsalted Butter.
Fairfax Market stocks unsalted butter 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 unsalted butter: Fairfax Market stocks only 9 there, so Pepe Saya Unsalted Butter stands out rather than blending in.
Fairfax Market merchandises 2 of the 2 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 60/100.
enters a thin unsalted butter shelf as a point of difference.
Every category Pepe Saya 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.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
Where it would price in unsalted butter. Each dot is a product on the shelf, by its cost per oz (hover for which).
Pepe Saya’s SKUs Fairfax Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
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 →