Stouffer's at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Stouffer's is a well-established brand known for its frozen prepared meals and entrées, offering a variety of home-style and international flavors.
It’s already on the shelf here, with 23 SKUs across 5 categories. The growth is depth and breadth: 3 categories to widen and 2 new doors to enter.
Lead with Macaroni & Cheese in Frozen Macaroni & Cheese.
Fairfax Market stocks frozen macaroni & cheese 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.
Fairfax Market carries frozen pizzas in real depth, 47 SKUs against a fleet median of 20.5, 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 frozen macaroni & cheese: Fairfax Market stocks only 4 there, so Stouffer's Macaroni & Cheese stands out rather than blending in. Lead with the frozen macaroni & cheese, and position the frozen pizzas as a finishing or gift item.
Fairfax Market merchandises 8 of the 9 categories the brand sells.
vegetarian against the store's assortment lean.
brand excitement 25/100.
enters a thin frozen macaroni & cheese shelf as a point of difference.
The full runway
Every category Stouffer's 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 12 of 34 SKUs. Room to widen the line.
On shelf here, but only 6 of 19 SKUs. Room to widen the line.
What to bring to expand
Stouffer's’ 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 →
