Upper Crust at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Upper Crust is a grocery brand specializing in pies, known for their deep dish and flaky crusts made with fresh ingredients.
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen and 3 new doors to enter.
Lead with Apple Pie in Apple Pie.
United Markets stocks apple pie thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 5 other Bay Area grocers.
United Markets carries other pies in real depth, 12 SKUs against a fleet median of 5, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf. The more differentiated opening is apple pie: United Markets stocks only 8 there, so Upper Crust Apple Pie stands out rather than blending in. Lead with the apple pie, and position the other pies as a finishing or gift item.
United Markets merchandises 4 of the 4 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 40/100.
enters a thin apple pie shelf as a point of difference.
The full runway
Every category Upper Crust plays in across the Bay Area grocers we track, and where it stands at United Markets. 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 9 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 apple pie. Each dot is a product on the shelf, by its cost per oz (hover for which). Upper Crust (orange) sits in line with the shelf.
What to bring to expand
Upper Crust’s SKUs United Markets 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 United Markets’ 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. United Markets profile →
