Illy vs The Original Donut Shop · Bay Area shelf head-to-head
Illy and The Original Donut Shop, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Illy carries more Brand PowerIlly is in more Bay Area grocersIlly fields the deeper lineup
Illy
The Original Donut Shop
40
brand power
15
18
products
5
1
categories
1
4
subcategories
2
13
grocers
2
$17.48
avg price
$11.99
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Illy▭ The Original Donut Shop
Distribution · 30% of score54·8
T
carried in 13 of 24 Bay Area grocers·carried in 2 of 24 Bay Area grocers
Depth · 25% of score78
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Illy
no top category The Original Donut Shop doesn’t also play in.
only The Original Donut Shop
no top category Illy doesn’t also play in.
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
both brands
both sides measured by the same instruments on the same shelves · see each brand’s full page: Illy · The Original Donut Shop