Pick Up Stix SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 558
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SWOT Analysis of Pick Up Stix with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Pick Up Stix

Parent Company

Lorne Goldberg's Mandarin Holdings

Category

Restaurant

Sector

Food and Beverage

Tagline/ Slogan

Fresh Asian Flavours

USP

Freshest Asian food experience/open style kitchen/made to order food

STP

Segment

Food and beverage restaurant chains

Target Group

California only, youngsters, middle class to upper middle class

Positioning

Fresh and fast Chinese cuisine

SWOT Analysis

Strengths

1. Strong, rich heritage of many years
2. More than 70+ restaurants

3. Online ordering as well as catering option

4. Concept of gift cards to induce loyalty

5. Innovative menu and best takeout restaurants

6. Adapting Chinese flavours to suit the American palate

Weaknesses

1. Some restaurants were shut down causing the brand to take a hit
2. Restrictive menu as it will cater to a specialized TG
3. Lack of knowledge of the cuisine might be a deterrent for trial

Opportunities

1. High Chinese/Asian population in their target area
2. Growing awareness and fondness for untraditional cuisine etc
3. Opportunity for further expansion into other locations in the US/ other geographies

4. They have been voted the best take out restaurant and can leverage this quality

Threats

1. Multiple players catering to the same segment
2. A growing fast food liking especially amongst the youth
3. Increasing shift to vegetarian/vegan food

Competition

Competitors

1. Panda Express
2. Sarku
3. P F Chang’s



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