Don Chilio vs Momofuku · Bay Area shelf head-to-head
Don Chilio and Momofuku, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Momofuku carries more Brand PowerMomofuku is in more Bay Area grocersMomofuku fields the deeper lineupDon Chilio sits further up the premium end
Don Chilio
Momofuku
13
brand power
58
2
products
40
2
categories
6
2
subcategories
8
2
grocers
14
$2.97
price per oz
$1.22
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Don Chilio▭ Momofuku
Distribution · 30% of score8·58
D
carried in 2 of 24 Bay Area grocers·carried in 14 of 24 Bay Area grocers
Depth · 25% of score15
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Don Chilio
no top category Momofuku doesn’t also play in.
only Momofuku
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: Don Chilio · Momofuku
