Taylor Farms 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.
Taylor Farms is a brand specializing in prepared salads and salad kits, offering a variety of flavors and organic options.
It’s already on the shelf here, with 6 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 7 new doors to enter, replicated across all 13 stores.
Lead with Everything Chopped Salad Kit in Bagged Salad Kits.
Safeway stocks bagged salad kits thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 5 other Bay Area grocers.
Safeway carries prepared potatoes in real depth, 13 SKUs against a fleet median of 2.5, 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 bagged salad kits: Safeway stocks only 9 there, so Taylor Farms Everything Chopped Salad Kit stands out rather than blending in. Lead with the bagged salad kits, and position the prepared potatoes as a finishing or gift item.
Safeway merchandises 13 of the 22 categories the brand sells.
non-gmo, organic, vegetarian against the store's assortment lean.
brand excitement 40/100.
enters a thin bagged salad kits shelf as a point of difference.
The full runway · across 13 stores
Every category Taylor Farms 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 5 of 32 SKUs. Room to widen the line.
On shelf here, but only 1 of 11 SKUs. Room to widen the line.
How it prices
Where it would price in bagged salad kits. Each dot is a product on the shelf, by its cost per oz (hover for which). Taylor Farms (orange) sits well above the shelf.
What to bring to expand
Taylor Farms’ 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 →
