Stouffer'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.
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 26 SKUs across 7 categories. The growth is depth and breadth: 5 categories to widen and 1 new door to enter, replicated across all 13 stores.
Lead with Macaroni And Cheese Large Size Oven Or Microwave Dinner Easy Frozen Dinners in Frozen Macaroni & Cheese.
Safeway 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 6 other Bay Area grocers.
The more differentiated opening is frozen macaroni & cheese: Safeway stocks only 1 there, so Stouffer's Macaroni And Cheese Large Size Oven Or Microwave Dinner Easy Frozen Dinners stands out rather than blending in.
Safeway 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 · across 13 stores
Every category Stouffer'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 12 of 34 SKUs. Room to widen the line.
On shelf here, but only 9 of 19 SKUs. Room to widen the line.
What to bring to expand
Stouffer'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 26
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 →
