Tofurky at Driver's Market
Driver's Market is a independent grocer running 1 Bay Area store.
Tofurky is a brand specializing in plant-based meat alternatives, offering a variety of products such as sausages, chick'n, and deli slices.
It’s already on the shelf here, with 2 SKUs across 1 category. The growth is depth and breadth: 1 category to widen.
Lead with Plant-Based Chorizo Sausage in Vegetarian Sausages.
Driver's Market stocks vegetarian sausages thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 3 other Bay Area grocers.
The more differentiated opening is vegetarian sausages: Driver's Market stocks only 5 there, so Tofurky Plant-Based Chorizo Sausage stands out rather than blending in.
Driver's Market merchandises 5 of the 6 categories the brand sells.
non-gmo, vegan, vegetarian against the store's assortment lean.
brand excitement 65/100.
enters a thin vegetarian sausages shelf as a point of difference.
The full runway
Every category Tofurky plays in across the Bay Area grocers we track, and where it stands at Driver's 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 2 of 4 SKUs. Room to widen the line.
The store barely carries this category, so it is a hard sell.
How it prices
Where it would price in vegetarian sausages. Each dot is a product on the shelf, by its cost per oz (hover for which). Tofurky (orange) sits in line with the shelf.
What to bring to expand
Tofurky’s SKUs Driver's 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 Driver's 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. Driver's Market profile →
