Signature Select 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.
Signature SELECT is a grocery brand known for offering a wide range of high-quality, affordable products, primarily in the category of beverages such as soda and sparkling water.
It’s already on the shelf here, with 132 SKUs across 71 categories. The growth is depth and breadth: 24 categories to widen and 22 new doors to enter, replicated across all 13 stores.
Safeway merchandises 119 of the 250 categories the brand sells.
non-gmo, vegetarian against the store's assortment lean.
brand excitement 20/100.
maps onto categories the store already runs.
The full runway · across 13 stores
Every category Signature Select 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 7 of 12 SKUs. Room to widen the line.
On shelf here, but only 6 of 21 SKUs. Room to widen the line.
What to bring to expand
Signature Select’s SKUs Safeway doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Already on the shelf · showing 24 of 132
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 →
