El Chico SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 382
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SWOT Analysis of El Chico with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

El Chico

Parent Company

Consolidated Restaurant Operations

Category

Restaurant

Sector

Food and Beverage

Tagline/ Slogan

Serving fine Mexican food since 1940

USP

Freshest Mexican food experience

STP

Segment

Restaurants and food chains

Target Group

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

Positioning

Traditional Mexican food

SWOT Analysis

Strengths

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

Weaknesses

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

Opportunities

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

Threats

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

Competition

Competitors

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



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