Virgil's at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
It’s already on the shelf here, with 7 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 1 new door to enter.
Lead with Root Beer, Handcrafted in Root Beer.
Fairfax Market stocks root beer 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.
Fairfax Market carries cola in real depth, 41 SKUs against a fleet median of 10, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf.
Fairfax Market merchandises 3 of the 3 categories the brand sells.
non-gmo against the store's assortment lean.
an established national brand with proven demand.
the categories it plays in are already deep here.
The full runway
Every category Virgil's 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 4 of 14 SKUs. Room to widen the line.
On shelf here, but only 3 of 5 SKUs. Room to widen the line.
How it prices
Where it would price in root beer. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Virgil's (orange) sits well above the shelf.
What to bring to expand
Virgil'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 →
