Rao'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.
Rao's Specialty Foods is renowned for its premium Italian food products, particularly the Rao's Homemade® line of pasta sauces.
It’s already on the shelf here, with 4 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 3 new doors to enter, replicated across all 13 stores.
Lead with Made For Home Meatballs & Sauce Frozen Meal in Other Frozen Entrees.
Safeway stocks other frozen entrees 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.
Safeway merchandises 8 of the 17 categories the brand sells.
non-gmo, vegetarian against the store's assortment lean.
brand excitement 70/100.
maps onto categories the store already runs.
The full runway · across 13 stores
Every category Rao'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 3 of 11 SKUs. Room to widen the line.
On shelf here, but only 1 of 2 SKUs. Room to widen the line.
How it prices
Where it would price in other frozen entrees. Each dot is a product on the shelf, by its cost per oz (hover for which). Rao's (orange) sits above the shelf.
What to bring to expand
Rao'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 →
