Via Emilia vs Cappello's · Bay Area shelf head-to-head
Via Emilia and Cappello's, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Cappello's carries more Brand PowerCappello's is in more Bay Area grocersCappello's fields the deeper lineupCappello's sits further up the premium end
Via Emilia
Cappello's
21
brand power
62
3
products
20
1
categories
8
1
subcategories
10
9
grocers
13
23.9¢
price per oz
92.5¢
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Via Emilia▭ Cappello's
Distribution · 30% of score38·54
V
carried in 9 of 24 Bay Area grocers·carried in 13 of 24 Bay Area grocers
Depth · 25% of score22
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Via Emilia
no top category Cappello's doesn’t also play in.
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
only Via Emilia · 6
only Cappello's · 10
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: Via Emilia · Cappello's
