The Original Donut Shop vs Illy · Bay Area shelf head-to-head
The Original Donut Shop and Illy, 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
The Original Donut Shop
Illy
15
brand power
40
5
products
18
1
categories
1
2
subcategories
4
2
grocers
13
$11.99
avg price
$17.48
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ The Original Donut Shop▭ Illy
Distribution · 30% of score8·54
T
carried in 2 of 24 Bay Area grocers·carried in 13 of 24 Bay Area grocers
Depth · 25% of score34
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only The Original Donut Shop
no top category Illy doesn’t also play in.
only Illy
no top category The Original Donut Shop doesn’t also play in.
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
both brands
only The Original Donut Shop · 0
no exclusive doors — everywhere The Original Donut Shop is, Illy is too.
both sides measured by the same instruments on the same shelves · see each brand’s full page: The Original Donut Shop · Illy