Applegate vs Fatted Calf · Bay Area shelf head-to-head
Applegate and Fatted Calf, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Applegate carries more Brand PowerApplegate is in more Bay Area grocersApplegate fields the deeper lineupFatted Calf sits further up the premium end
Applegate
Fatted Calf
72
brand power
15
111
products
4
18
categories
2
21
subcategories
2
20
grocers
3
$1.35
price per oz
$2.39
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Applegate▭ Fatted Calf
Distribution · 30% of score83·13
F
carried in 20 of 24 Bay Area grocers·carried in 3 of 24 Bay Area grocers
Depth · 25% of score100
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Applegate
only Fatted Calf
no top category Applegate doesn’t also play in.
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
both brands
Head to head
each brand’s closest counterpart to the other’s, matched on what the product is (name, category, description) · not price.
both sides measured by the same instruments on the same shelves · see each brand’s full page: Applegate · Fatted Calf
