344+
Total events executed
20,000+
Total samples distributed
95%
Avg execution rate
1,100+
Total units sold across all retailers
Retailer comparison
| Retailer | Partner | Period | Events | Exec rate | Samples | Unit lift | Conversion | New buyers |
|---|---|---|---|---|---|---|---|---|
| Kroger | Advantage Solutions | Feb 22 – Mar 22, 2026 | 49 / 50 | 98% | 6,078 | 29.15% | 11.37% | 75% new |
| Giant | Product Connections | Sep 3–28, 2025 | 47 / 50 | 94% | 3,612 | 64–83% | 5% | — |
| Target | Advantage Solutions | Mar 22, 2026 | 90 / — | 90% | 1,373 units | 290% (sampled vs non) | — | — |
| ShopRite | Amore Staffing | Jan 10, 2025 – Jun 7, 2026 | 40+ events | ~100% | 5,000+ samples | 15+ sell-outs | ~18% | Low–70% (NY stronger) |
| Gelson's | Gourmet Demonstration Services | Feb 27 – Mar 1, 2026 | 21 / 27 locations | 78% | 1,050 (Pep) + 780 (VS) | — | 21% | — |
Execution rate by retailer
Customer voice — highlights across all retailers
"Customers loved the pizzas. Three came back and asked for more. There was lots of curiosity about the brand, as most had never heard of Di Fara before."
Giant — Location 6463
"Sold out of everything in the store at an incredible price of $4.99. A number of customers bought several pizzas and planned to put them in their freezer."
Giant — Location 6472
"Best frozen pizza by far. Better than Red Baron and DiGiorno. Most absolutely loved the Vodka Sauce."
Giant — Location 6519
"A BIG HIT!!! A BIG DAY IN SALES!!! Sold 15 of each flavor. The freezer was empty of Vodka Sauce and Pepperoni by 3pm."
Giant — Location 6529
"Doesn't taste like frozen pizza at all."
Kroger — Customer feedback
"This pizza is so good, it tastes really fresh considering it was frozen."
Gelson's — Customer feedback
"I could smell this pizza from a few aisles over and just had to come and try it."
Gelson's — Customer feedback
"Customers immediately replaced DiGiorno in their cart with Di Fara after sampling."
ShopRite Hamilton, NJ
"The crust tastes authentic and not cardboard-like. The sauce tastes like real pizzeria sauce."
ShopRite Hamilton, NJ
"It tastes like real street pizza, not frozen pizza from a box."
ShopRite Carmel, NY
"We were getting four Red Baron. Now we'll get four Di Fara instead!"
ShopRite New Windsor, NY
Kroger
Advantage Solutions · Feb 22 – Mar 22, 2026 · 4-week program
Execution summary
Execution rate
98%
49 of 50 events
Customer engagements
8,567
175 / event avg
Samples shared
6,078
124 / event avg
Influenced households
593
75% new buyers
Sales impact
Unit lift
29.15%
vs. baseline
Test vs. control
25.00%
sampling vs. non-sampling
Conversion rate
11.37%
units sold / samples
New brand buyers
75%
of event households
SKU performance
| SKU | Unit lift | Test vs control |
|---|---|---|
| Vodka Sauce | 33.4% | 27.5% |
| Pepperoni | 26.2% | 23.2% |
| Total avg | 29.15% lift · 25% TvC | |
Customer feedback
"Doesn't taste like frozen pizza at all."
"Love the vodka sauce!"
"That's a good crust."
"Pricey without any coupons."
12-week post-event repeat performance
🔁 1 in 5 new buyers rebought within 12 weeks — repeat rate: 18.2%
Repeat rate
18.2%
new HHs who repurchased in 12 wks
Repeat lift (TvC)
6.1%
test vs. control stores post-event
Visits per HH — new buyers
1.35
vs. 2.54 existing buyers
Units per HH — new buyers
1.53
vs. 3.08 existing buyers
Spend per HH — new buyers
$13.59
vs. $27.84 existing buyers
New buyer potential
↑ Growing
75% of HHs were new to brand
💡 What this means
The sampling event drove 593 new influenced households, 75% of whom had never purchased Di Fara before. Of those new buyers, 18.2% came back within 12 weeks — a strong retention signal for a brand new to retail. Existing buyers outspend new buyers 2x ($27.84 vs $13.59), suggesting new buyers have significant upside as the brand builds loyalty.
Giant
Product Connections (Boss Bites) · Sep 3–28, 2025 · Project #9250549
Execution summary
Execution rate
94%
47 of 50 events
Samples distributed
3,612
38–44 / event avg
Units sold (event day)
189
event stores
Conversion
5%
samples → purchase
Sales impact by SKU
| SKU | Avg pre-event | Event day | Avg post | Event lift | Post lift |
|---|---|---|---|---|---|
| Pepperoni (86001228250) | 58 | 106 | 94 | 83% | 62% |
| Vodka Sauce (86001228251) | 57 | 83 | 83 | 46% | 46% |
| Total | 115 | 189 | 178 | 64% | 55% |
Consumer insights
Purchase intent — Pepperoni
Purchase intent — Vodka Sauce
Field team quotes
"Customers loved the pizzas. Three came back and asked for more. There was lots of curiosity about the brand, as most had never heard of Di Fara before."
Location 6463
"I sold the store out in three hours. Customers buying 3, 4, 5 at a time. Product was at half price ($4.99)."
Location 6471
"Great traffic. Customers said the crust was amazing, just like a real pizzeria. Very flavorful sauces, especially the Vodka Sauce — even the children liked it. Sold out of everything."
Location 6472
"Best frozen pizza by far. Better than Red Baron and DiGiorno. Most absolutely loved the Vodka Sauce. Best price ever at $4.99."
Location 6519
"A BIG HIT!!! A BIG DAY IN SALES!!! Sold 15 of each flavor. The freezer was empty of Vodka Sauce and Pepperoni by 3pm."
Location 6529
"Shoppers really enjoyed the Di Fara vodka sauce — said it had real authentic vodka sauce and was affordable."
Location 6506
Target
Advantage Solutions · Di Fara (G) T0 · 3/22/2026
Event day results
Event day sales
$12,123
event day total
Incremental dollars
$9,560
above baseline
Execution rate
90%
90 stores executed
Event day units
1,373
15.3 avg / store
Lift metrics
Unit lift
4.7
avg units over baseline
Unit lift — sampled vs non
290%
sampled vs non-sampled stores
Pre-event avg units
3.2
4-week avg per store
Event day avg / store
15.3
units per store
SKU breakdown
| Item | DPCI | Event $ sales | Event units | Unit lift | OOS % |
|---|---|---|---|---|---|
| Classic Cheese 16.43oz | 288-03-6110 | $3,641 | 415 | 5.7 | 2.22% |
| Meat Pizza 18.5oz | 288-03-3449 | $2,513 | 282 | 6.0 | 1.11% |
| Vodka Sauce 16.1oz | 288-03-1235 | $2,229 | 251 | 3.4 | 21.11% |
| Pepperoni 18.2oz | 288-03-0171 | $3,739 | 425 | 4.4 | 1.11% |
| Total | $12,123 | 1,373 | 4.7 avg | ||
⚠️ Note — Vodka Sauce OOS
Vodka Sauce recorded 21.11% out-of-stock rate during the event — highest across all SKUs. Consider increasing inventory allocation for future sampling events at Target.
ShopRite
Amore Staffing · NY & NJ Locations · Jan 10, 2025 – Jun 7, 2026
Program summary — all waves
Total events
40+
NY (Jan 2025) + NJ (May–Jun 2026)
Total units sold
700+
confirmed across both waves
Total samples
5,000+
estimated across all events
Sell-outs
15+
locations sold out entirely
NY wave
26
events · Jan 10–26, 2025
NJ wave
14
events · May 3–Jun 7, 2026
Wave 1 — NY locations · Jan 10–26, 2025
| Date | Location | Foot traffic | Samples | Units sold | Pizzas used |
|---|---|---|---|---|---|
| 1/10 | White Plains, NY | — | 150 | 6 | 6 |
| 1/11 | Carmel, NY (Rt 52) | — | 120 | 6 | 8 |
| 1/11 | Scarsdale, NY | 200+ | — | 15 | 18 |
| 1/13 | Elmsford–Greenburgh, NY | — | 150 | 12 | 12 |
| 1/16 | Garnerville, NY | — | 100 | 5 | 9 |
| 1/16 | Stony Point, NY | 200+ | — | 14 | 16 |
| 1/17 | Yonkers (Tuckahoe Rd), NY | — | 150 | 8 | 11 |
| 1/18 | Middletown, NY (Lloyds Ln) | — | 125 | 6 | 7 |
| 1/18 | Middletown, NY (Dolson Ave) | — | 125 | 1 | 8 |
| 1/18 | Thornwood, NY | — | 175 | 14 | 13 |
| 1/19 | Hudson, NY | — | 125 | 11 | 8 |
| 1/19 | Croton-on-Hudson, NY | 200+ | — | 28 | 15 |
| 1/19 | Poughkeepsie, NY | — | 144 | 13 | 10 |
| 1/19 | Lagrangeville, NY | — | 136 | 23 | 8 |
| 1/20 | Stony Point, NY | — | 150 | 17 | 13 |
| 1/23 | Pearl River, NY | — | 175 | 29 | 14 |
| 1/23 | West Nyack, NY | — | 150 | 16 | 12 |
| 1/24 | Kingston, NY | — | 100 | 11 | 6 |
| 1/24 | Poughkeepsie, NY (Winslow Gate) | — | 125 | 10 | 10 |
| 1/24 | Liberty, NY | — | 140 | 20 | 9 |
| 1/24 | New Windsor, NY | — | 175 | 43 | 11 |
| 1/25 | New Paltz, NY | — | 125 | 13 | 8 |
| 1/25 | Montgomery, NY | — | 75 | 11 | 3 |
| 1/25 | Chester, NY | — | 175 | 27+ | 11 |
| 1/25 | Warwick, NY | — | 135 | 54 | 9 |
| Wave 1 totals | ~3,250 | ~543+ | — | ||
Wave 2 — NJ locations · May 3 – Jun 7, 2026
| Date | Location | Samples | Units sold | Sell-out? | Notes |
|---|---|---|---|---|---|
| 5/3 | Hamilton, NJ | 45 | 4 | Partial | Low foot traffic due to weather; replaced DiGiorno in carts |
| 5/16 | Fairlawn, NJ | 50 | 15 | Yes | Families with kids boosted sales |
| 5/17 | Emerson, NJ | 75 | 5 | Yes | Sold out all grandma style in stock |
| 5/17 | Lodi, NJ | 50 | 6 | Yes | Sold out grandma style; no classic in stock |
| 5/23 | West Orange, NJ | 75 | 12 | Yes | Sold out all grandma pies; QR coupon issues |
| 5/23 | Livingston, NJ | 75 | 11 | Partial | Low grandma stock; QR coupon turned away 2 buyers |
| 5/24 | Hamilton, NJ | 50 | 14 | Partial | Rainy weekend; big wins despite weather |
| 5/25 | NJ (location TBD) | 75 | 12 | Yes | Aroma drove traffic; multiple boxes per customer |
| 5/25 | NJ (location TBD) | 75 | 12 | Yes | Kids and adults loved the pizza |
| 5/31 | Stirling, NJ | 75 | 13 | OOS | Vodka sauce OOS; 50% brand awareness |
| 5/31 | Chatham, NJ | 50 | 17 | Yes | Strong Brooklyn pizzeria brand recognition |
| 5/31 | Wallington, NJ | 100 | 11 | Partial | Very busy; some customers said they'd return next month |
| 6/1 | Wayne, NJ | 75 | 11 | Yes | Grandma crust favorite; QR coupon issues; station far from frozen aisle |
| 6/6 | Springfield, NJ | 50 | 14 | Yes | 40–50% brand awareness; aroma drew customers in |
| 6/7 | Garwood, NJ | 50 | 12 | Yes | 60–70% awareness; customers returned to freezer immediately after sampling |
| Wave 2 totals | ~875 | ~159 | 8 sell-outs | ||
⚠️ Recurring issues to flag
QR Coupon friction (Wave 2)
Reported at 4+ NJ locations. Multiple confirmed lost sales. Customers prefer paper coupons. Consider switching format.
Grandma style OOS / low stock
Grandma style is the top-selling SKU across both waves. Multiple locations sold out mid-event. Prioritize stocking before demos.
Demo station placement
Wayne, NJ noted station was far from frozen aisle, reducing conversion. Best placement = adjacent to frozen section.
Top performers by units sold
Customer quotes
"It tastes like real street pizza, not frozen pizza from a box."
Carmel, NY · 1/11/25
"I grew up in Brooklyn. This tastes like home. Reminds me of the good old days."
Middletown, NY · 1/18/25
"I am putting back the $3.99 Tombstone pizza and buying this instead."
Hudson, NY · 1/19/25
"We were getting four Red Baron. Now we'll get four Di Fara instead!"
New Windsor, NY · 1/24/25
"I smelled it before I entered the store."
Lagrangeville, NY · 1/19/25
"I'm a pizza person so when I say it's good, it's really good. Is there a limit to how many I buy?"
Lagrangeville, NY · 1/19/25
"The crust is amazing! I used to wait in line for this in Brooklyn. Brings back memories."
Chester, NY · 1/25/25
"No way that's frozen! It's too good!"
New Windsor, NY · 1/24/25
"Customers loved the crust and how crispy the pizza was. The vodka sauce was the favorite!"
West Orange, NJ · 5/23/26
"This is one of the best frozen pizzas I've tried. The crust stays crispy while the inside remains soft and chewy."
Chatham, NJ · 5/31/26
"Customers immediately replaced DiGiorno in their cart with Di Fara after sampling."
Hamilton, NJ · 5/3/26
"Several customers returned to the freezer section immediately after sampling to purchase one or more pizzas."
Garwood, NJ · 6/7/26
Gelson's Markets
Gourmet Demonstration Services (PizzaFest) · Feb 27 – Mar 1, 2026 · 21 active locations
Program summary
Total units sold
218
across all locations
Conversion rate
21%
intend to purchase
Pepperoni samples
1,050
114 units sold
Vodka Sauce samples
780
104 units sold
Sample product cost
$828
total across program
Intend to purchase
290
guests
Store-level results
| Store | Date | Pepperoni sold | Vodka Sauce sold | Samples given | Conversion | Traffic | Weather |
|---|---|---|---|---|---|---|---|
| 002 Encino | 3/1 | 6 | 8 | 60 | 23% | Busy | Hot |
| 003 Valley Village | 3/1 | 8 | 7 | 40 | 38% | Moderate | Nice |
| 006 Newport Beach | 2/27 | 7 | 7 | 60 | 23% | Moderate | Nice |
| 010 Marina Del Rey | 2/28 | 5 | 4 | 50 | 18% | Moderate | Hot |
| 011 Calabasas | 2/28 | 4 | 11 | 60 | 25% | Busy | Hot |
| 016 Sherman Oaks | 2/28 | 4 | 7 | 50 | 22% | Busy | Hot |
| 017 Santa Barbara | 3/1 | 4 | 4 | 70 | 11% | Moderate | Nice |
| 018 Irvine | 2/27 | 10 | 4 | 60 | 23% | Moderate | Nice |
| 019 Dana Point | 2/28 | 6 | 4 | 60 | 17% | Moderate | Nice |
| 021 Long Beach | 2/27 | 4 | 4 | 50 | 16% | Moderate | Nice |
| 022 Silverlake | 2/27 | 13 | 6 | 50 | 38% | Moderate | Hot |
| 025 Rancho Mission Viejo | 3/1 | 6 | 3 | 60 | 15% | Busy | Nice |
| 027 Del Mar | 2/28 | 2 | 2 | 20 | 20% | Slower | Nice |
| 028 Rancho Mirage | 2/27 | 8 | 6 | 50 | 28% | Busy | Nice |
| 029 Santa Monica | 2/27 | 3 | 10 | 40 | 33% | Moderate | Nice |
| 030 Pacific Beach | 2/28 | 5 | 3 | 60 | 13% | Slower | Nice |
| 032 Thousand Oaks | 2/27 | 4 | 7 | 60 | 18% | Slower | Hot |
| 034 West Edge | 2/28 | 7 | OOS | 40 | 18% | Moderate | Nice |
| 108 West Hollywood | 3/1 | OOS | 2 | 60 | 3% | Busy | Nice |
| 114 Hollywood | 2/28 | 8 | 5 | 50 | 26% | Busy | Hot |
| Totals | 114 | 104 | 1,050 + 780 | 21% | 218 units sold | ||
Top performing locations (conversion rate)
Competitive context at shelf
Rao's Pizza
$14.99
California Pizza Kitchen
$10.99
Pizza Romana
$9.49
Di Fara positioning
Priced competitively vs. premium set. Multiple locations noted Vodka Sauce OOS — strong demand signal.
OOS locations — did not execute
⚠️ 6 locations did not execute due to inventory issues or scheduling
004 Century City · 005 Tarzana · 008 Westlake · 023 La Canada · 024 Manhattan Beach · 035 Toluca Lake — Consider priority restock and rescheduling for next program cycle.
Customer quotes
"This pizza is so good, it tastes really fresh considering it was frozen."
Gelson's customer
"I like the amount of cheese and sauce they put on these."
Gelson's customer
"Wow, you can taste the quality ingredients."
Gelson's customer
"I like the variety of flavors they have."
Gelson's customer
"This is so delicious and easy for weeknights, I will have to remember these."
Gelson's customer
"I could smell this pizza from a few aisles over and just had to come and try it."
Gelson's customer