Vicolo at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Vicolo is a specialty food brand known for its artisan frozen pizzas featuring a unique cornmeal crust.
It’s already on the shelf here, with 4 SKUs across 3 categories. The growth is depth and breadth: 2 categories to widen and 1 new door to enter.
Lead with Pizza in Prepared Pizza.
Fairfax Market stocks prepared pizza thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 8 other Bay Area grocers.
Fairfax Market carries frozen pizzas in real depth, 47 SKUs against a fleet median of 20.5, 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 prepared pizza: Fairfax Market stocks only 4 there, so Vicolo Pizza stands out rather than blending in. Lead with the prepared pizza, and position the frozen pizzas as a finishing or gift item.
Fairfax Market merchandises 4 of the 6 categories the brand sells.
non-gmo, organic against the store's assortment lean.
brand excitement 50/100.
enters a thin prepared pizza shelf as a point of difference.
The full runway
Every category Vicolo 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 2 of 20 SKUs. Room to widen the line.
On shelf here, but only 1 of 6 SKUs. Room to widen the line.
How it prices
Where it would price in prepared pizza. Each dot is a product on the shelf, by its cost per oz (hover for which). Vicolo (orange) sits below the shelf.
What to bring to expand
Vicolo’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 →
