Reading the shelf…
Target is a discount independent running 6 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
The Original Rainbow Donuts isn’t on Target’s shelf yet in any of its 6 stores. The opening: 1 category where the shelf is already deep and the brand runs strong elsewhere.
Lead with Fritter in Donuts.
Target stocks donuts 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.
Target carries donuts in real depth, 12 SKUs against a fleet median of 3, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf.
Target merchandises 1 of the 1 category the brand sells.
no strong clean/diet signal either way.
brand excitement 65/100.
the categories it plays in are already deep here.
Every category The Original Rainbow Donuts plays in across the Bay Area grocers we track, and where it stands at Target. Depth is the distinct SKUs the store carries there versus the fleet median, shown next to the rival brands already on that shelf.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
The Original Rainbow Donuts’ SKUs Target doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Presence and depth are measured from Target’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. Target profile →