Starbucks at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Starbucks is a prominent coffee brand offering a variety of coffee products for home brewing, including K-Cup pods and ground coffee.
It’s already on the shelf here, with 17 SKUs across 3 categories. The growth is depth and breadth: 3 categories to widen and 9 new doors to enter.
Lead with House Blend Medium Roast K-Cup Coffee 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 3 other Bay Area grocers.
Fairfax Market carries fruit juice & blends in real depth, 85 SKUs against a fleet median of 39, 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 coffee pods: Fairfax Market stocks only 13 there, so Starbucks House Blend Medium Roast K-Cup Coffee stands out rather than blending in. Lead with the coffee pods, and position the fruit juice & blends as a finishing or gift item.
Fairfax Market merchandises 13 of the 14 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 40/100.
enters a thin coffee pods shelf as a point of difference.
The full runway
Every category Starbucks 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 11 of 40 SKUs. Room to widen the line.
On shelf here, but only 4 of 34 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). Starbucks (orange) sits well above the shelf.
What to bring to expand
Starbucks’ 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 →
