Tonnino at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Tonnino is a premium gourmet seafood brand specializing in wild-caught tuna and salmon fillets.
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen.
Lead with Tuna Fillets in Spring Water in Canned Tuna.
Fairfax Market stocks canned tuna thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 11 other Bay Area grocers.
Fairfax Market merchandises 2 of the 3 categories the brand sells.
non-gmo, wild-caught against the store's assortment lean.
brand excitement 55/100.
maps onto categories the store already runs.
The full runway
Every category Tonnino 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 1 of 13 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 canned tuna. Each dot is a product on the shelf, by its cost per oz (hover for which). Tonnino (orange) sits well above the shelf.
What to bring to expand
Tonnino’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 →
