Bachan's

Positioning becomes physical: it decides which supermarket aisle you're in

Shaan explains that the 'make chicken great again' strategy moves the sauce from the ethnic-sauce aisle to the marinades-and-toppers aisle next to meat. Bachan's Japanese barbecue sauce is his example of a brand winning by sitting in the right aisle.

“And then that extends— which aisle would you be in in the supermarket? Because there's aisles for pasta sauces and Asian ethnic sauces, and then there's aisles for toppers, marinades, sauces, things that you put on meat. And that's where you see that Bachan's Japanese barbecue sauce or whatever. It's an example where I don't think a lot of people were really that into I'd like to just put— I'm really looking for whatever this umami savory Japanese sauce is. But if I'm looking for some, you know, some, some kind of Asian barbecue sauce to put on my food, on my chicken, that sounds pretty good. And it's in the right aisle. And so the positioning literally becomes physical in the aisle.”