El Chico SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 364

SWOT Analysis of El Chico with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

El Chico

Parent Company

Consolidated Restaurant Operations




Food and Beverage

Tagline/ Slogan

Serving fine Mexican food since 1940


Freshest Mexican food experience



Restaurants and food chains

Target Group

Southern U.S. mainly, 15 years and above, middle class, immigrants/people who like to try new cuisine


Traditional Mexican food

SWOT Analysis


1. Strong, rich heritage of many decades
2. More than 75+ restaurants including many franchises
3. Catering options and kids menu on offer
4. Concept of gift cards to induce loyalty

5. Innovative menu and offerings for the customer to choose from

6. Freshest, hand made menu with daily blackboard specials


1. Caters to a niche audience means limited market grasp
2. No catering/online ordering facility is a drawback
3. Limited geographic reach of the brand as compared to global food chains


1. High Mexican population in their target area of southern U.S.
2. Growing awareness and fondness for untraditional cuisine like Mexican etc
3. Opportunity for further expansion into other geographies


1. Multiple players catering to the same segment
2. Rapidly growing health conscious population
3. A full service Mexican category has been on a decline with the growth of the fast casual category that Qdoba and Chiptole cater to



1. Del Taco
2. Chipotle
3. Don Pablo’s


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