Rax SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 433
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SWOT Analysis of Rax with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Rax

Parent Company

From Rax to Rich's

Category

Restaurant

Sector

Food and Beverages

Tagline/ Slogan

I'd Rather Rax, Wouldn't You?

USP

It specializes in roast beef sandwiches

STP

Segment

Age, Income, Lifestyle

Target Group

Kids and adults from middle income group

Positioning

A casual fast food chain for catching up with friends

SWOT Analysis

Strengths

1. Mascot, Uncle Alligator, is dominant in all kid's meals and toys, always involving some sport or activity
2. It's known for its varied menu and not just a hamburger joint
3. It offers an extensive salad bar to cater to the health conscious segment

4. Its products beef sandwiches have been popular with customers

Weaknesses

1. Many locations have closed in the last decade, and the chain has been reduced to a few stores
2. It has extensively scaled down their operations since their peak in the 1980s
3. Limited to the U.S.

Opportunities

1. Venture into new markets and countries
2. New food items on its menu

Threats

1. Change in mindset towards vegetarian and healthier food
2. Limiting its target audience

Competition

Competitors

1. Potbelly
2. Charley's
3. Panera Bread


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