Perkins Restaurant and Bakery SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 769

SWOT Analysis of Perkins Restaurant and Bakery with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Perkins Restaurant and Bakery

Parent Company

Wayzata Investment Partners




Food and Beverages

Tagline/ Slogan

Breakfast is just the beginning


Serves breakfast throughout the day



Food and Beverages restaurants

Target Group

People who enjoy breakfast foods not just at breakfast but also at other times as asnack


North American casual dining restaurant – all day breakfast

SWOT Analysis


1.Strong presence across the US with Perkins operates 400+ restaurants in across US and Canada

2. Continually adding new flavors and featured items, rigorously proven through ongoing research and development efforts.
3. Multiple revenue streams across multiple dayparts and menu appeals to all guests of age groups

4. Over 25000+ people are employed with the workforce

5.Established in 1958 – shows its brand legacy


1. Inconsistent experience due to wide presence across states & franchise partners

2. Bankruptcy has lead to the brand closing down a few restaurants


1. Greater focus on promotional activities –create a perception of greater value for money

2. Promotional activities for lunch and dinner activities to encourage sampling of these lesser known offerings

3. Expansion into newer regions and territories

4. More marketing and branding activities to boost brand image


1. Lower priced options and tendency of people to not find value add over home cooked food

2. Competition from standalone cafes with an edge through customized menu

3. Intense competition and higher costs of operations



1. DineEquity, Inc.

2. Bob Evans Farms Inc

3. Denny’s Corporation


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