Chicken Out Rotisserie SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 586
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SWOT Analysis of Chicken Out Rotisserie with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Chicken Out Rotisserie

Parent Company

Chicken Out Rotisserie

Category

Restaurants

Sector

Food and Beverages

Tagline/ Slogan

Eat good, always fresh, 100% all natural

USP

Fast food restaurants serving chicken and country-style foods

STP

Segment

People who eat chicken and tend to eat out a lot

Target Group

primarily the 18 to 34 year old customer, which is the highest end user of fast food  - mature, multicultural, urban young adults – who prefer taste over health

Positioning

“The chickens we serve are always fresh, always natural, and always a healthy choice for your family, guests, and yourself”

SWOT Analysis

Strengths

1. Offer organic chicken , natural food – gaining popularity among health conscious customers

2. Catering business with unique proposition : provide a catered meal for a large group within two hours
3. Provides many options for ordering – online ordering  pick up at local restaurants or opt for in- house dining

4. Product portfolio includes Country style fast food, including chicken, potatoes, sandwiches, soup, and salad

Weaknesses

1. Highly competitive segment has led to slow market share growth
2. Low advertising spend on mainstream media

Opportunities

1. Can expand menu options available to include healthy / calorie conscious customers
2. Geographical expansion to other developing areas where there is a culture of eating Chicken

Threats

1. Health concerns arising from bird flu epidemic could adversely affect business
2. Franchise model could lead to dilution of quality standard and consistency in service

3. Increasing activity of competitors

Competition

Competitors

1.Boston Market
2.Church’s Chicken
3. KFC



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