Toll House at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Toll House is a well-known brand specializing in baking ingredients and cookie dough products.
It’s already on the shelf here, with 8 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 1 new door to enter.
Lead with Premier White Morsels in Chocolate Chips.
Fairfax Market stocks chocolate chips thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 4 other Bay Area grocers.
The more differentiated opening is chocolate chips: Fairfax Market stocks only 14 there, so Toll House Premier White Morsels stands out rather than blending in.
Fairfax Market merchandises 3 of the 5 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 40/100.
enters a thin chocolate chips shelf as a point of difference.
The full runway
Every category Toll House 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 5 of 8 SKUs. Room to widen the line.
On shelf here, but only 3 of 5 SKUs. Room to widen the line.
How it prices
Where it would price in chocolate chips. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Toll House (orange) sits in line with the shelf.
What to bring to expand
Toll House’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 →
