Cappello's vs Vicolo · Bay Area shelf head-to-head
Cappello's and Vicolo, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Vicolo is in more Bay Area grocersVicolo fields the deeper lineup
Cappello's
Vicolo
62
brand power
58
20
products
30
8
categories
4
10
subcategories
6
13
grocers
19
92.5¢
price per oz
90.4¢
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Cappello's▭ Vicolo
Distribution · 30% of score54·79
carried in 13 of 24 Bay Area grocers·carried in 19 of 24 Bay Area grocers
Depth · 25% of score
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
Prepared Meals7 vs 26 SKUs
1% of shelf
only Cappello's
only Vicolo
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
both brands
only Cappello's · 2
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: Cappello's · Vicolo
