Sizzler SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1242
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SWOT Analysis of Sizzler with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Sizzler

Parent Company

Sizzler

Category

Restaurant

Sector

Food and beverages

Tagline/ Slogan

-

USP

Known for steak, seafood, and salad bar items

STP

Segment

Income, Age and Lifestyle

Target Group

Youth and Adults from middle class

Positioning

A place that offers great food and value

SWOT Analysis

Strengths

1. Enjoys a strong brand image since 1958

2.More than 250+ locations throughout the U.S

3. It has its "ZZ" food truck as a way to expand sales and market test new dishes
4. It also has restaurants throughout the world including Australia, China, Indonesia, Japan, Puerto Rico and Thailand

5. Sizzler is the Innovator of the new "Family Casual" segment

6. A total of many Sizzler menu items now meet the high standards for Healthy Dining Options

Weaknesses

1. In 2000, over 60 people became ill and a young girl died in an outbreak of E. coli O157:H7 that originated at a Sizzler restaurant leading to negative publicity

2. Bankrupt in 2006 closing down 130 company-owned stores and moving towards a franchised model

Opportunities

1. More brand awareness required to turn it into a global brand like its competitors
2. New food items on its menu
3. Venture into newer markets/countries

Threats

1. Complaints on the service front
2. Change in mindset towards vegetarian and healthier food

3. Increasing competitor activity

Competition

Competitors

1. Olive Garden 
2. Red Lobster 
3. Catalina Restaurant Group



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