Thai Kitchen at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Thai Kitchen is a brand dedicated to bringing authentic Thai flavors to the American market, offering a variety of products including curry pastes, sauces, noodles, and coconut milk.
It’s already on the shelf here, with 7 SKUs across 3 categories. The growth is depth and breadth: 1 category to widen and 3 new doors to enter.
Lead with Organic Gluten Free Lite Coconut Milk in Canned Coconut Milk And Cream.
Fairfax Market stocks canned coconut milk and cream 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 canned coconut milk and cream: Fairfax Market stocks only 6 there, so Thai Kitchen Organic Gluten Free Lite Coconut Milk stands out rather than blending in.
Fairfax Market merchandises 11 of the 11 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 50/100.
enters a thin canned coconut milk and cream shelf as a point of difference.
The full runway
Every category Thai Kitchen 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 4 of 7 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
How it prices
Where it would price in canned coconut milk and cream. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Thai Kitchen (orange) sits in line with the shelf.
What to bring to expand
Thai Kitchen’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 →
