Lee's Famous Recipe Chicken SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 633

SWOT Analysis of Lee's Famous Recipe Chicken with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Lee's Famous Recipe Chicken

Parent Company

Famous Recipe Group, LLC




Food and Beverages

Tagline/ Slogan



Specializing in chicken, homestyle sides, and biscuits - The Famous Recipe Chicken is the hallmark of the Lee’s brand



Food & beverage restaurants

Target Group

primarily the 18 to 34 year old customer, which is the highest end user of fast food  - mature, multicultural, urban young adults – who prefer taste over health


Premium Restaurant offering the famous chicken recipe and homestyle cooked food

SWOT Analysis


1. Strong presence - There are approx 150 Lee's Famous Recipe Chicken locations across America

2. Famous for the Lee’s Chicken Recipe and biscuits – high brand recall

3. Popularity among Baby boomers

4. Regionally a very well renowned brand recognized by many awards

5. Strong brand legacy since its inception in 1966


1. Less geographic presence across US and no international existence
2. Low advertising spend on mainstream media – TV

3. Weak online presence  on social media platforms


1. Can expand menu options available to include healthy / calorie conscious customers
2. Geographical expansion to other developing areas where there is a culture of eating Chicken


1. Health concerns arising from bird flu epidemic could adversely affect business
2. Franchise model could lead to dilution of quality standard and consistency in service.



1. KFC
2. Church’s Chicken
3. Popeye's


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