Lining them up…
The Original Donut Shop and Dunkin', side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
the same four weighted signals scored on both brands’ own pages.
carried in 2 of 24 Bay Area grocers·carried in 5 of 24 Bay Area grocers
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
no top category Dunkin' doesn’t also play in.
no top category The Original Donut Shop doesn’t also play in.
who stocks each brand right now · shared, and each brand’s exclusive doors.
no exclusive doors — everywhere The Original Donut Shop is, Dunkin' is too.
both sides measured by the same instruments on the same shelves · see each brand’s full page: The Original Donut Shop · Dunkin'
5 products in the catalog·20 products in the catalog
spans 1 category · 2 subcategories·spans 1 category · 4 subcategories
~0% average share on the shelves it competes on·~1% average share on the shelves it competes on