Vicolo at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
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 13 SKUs across 3 categories. The growth is depth and breadth: 2 categories to widen and 1 new door to enter.
Lead with ROMA Margherita With Fresh Basil Roman Style Pizza Crust in Prepared Pizza.
United Markets 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 6 other Bay Area grocers.
The more differentiated opening is prepared pizza: United Markets stocks only 14 there, so Vicolo ROMA Margherita With Fresh Basil Roman Style Pizza Crust stands out rather than blending in.
United Markets 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 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 9 of 20 SKUs. Room to widen the line.
On shelf here, but only 3 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 in line with the shelf.
What to bring to expand
Vicolo’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 →
