Vicolo at Safeway
Safeway is a conventional independent running 13 Bay Area stores, large-format at about 37,374 sq ft each, indexing high on established names versus other Bay Area grocers.
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 3 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen, replicated across all 13 stores.
Lead with Corn Meal Crust Goat Cheese with Tomatoes and Fresh Herbs Pizza in Prepared Pizza.
Safeway 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 9 other Bay Area grocers.
The more differentiated opening is prepared pizza: Safeway stocks only 9 there, so Vicolo Corn Meal Crust Goat Cheese with Tomatoes and Fresh Herbs Pizza stands out rather than blending in.
Safeway merchandises 3 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 · across 13 stores
Every category Vicolo plays in across the Bay Area grocers we track, and where it stands at Safeway. 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.
What to bring to expand
Vicolo’s SKUs Safeway 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 Safeway’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. Safeway profile →
