The Melting Pot SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1337
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SWOT Analysis of The Melting Pot with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

The Melting Pot

Parent Company

The Melting Pot

Category

Restaurant

Sector

Food and Beverages

Tagline/ Slogan

A fondue restaurant

USP

A unique, interactive dining experience creating memorable moments with family and friends

STP

Segment

Food & beverage restaurants

Target Group

Youth and adults from upper income group

Positioning

A place that invites conversation,  laughter and coming together

SWOT Analysis

Strengths

1. It was founded in 1975 and has built a strong brand recognition ever since

2. It offers a unique dining experience of fondue and the overall quality of its food.

3. It sponsors annual fundraising programs and local special events whose proceeds are contributed directly to St. Jude Children's Research Hospital for fight against childhood cancer
4. It provides exceptional dining for parties and other occasions like anniversaries, birthdays, holidays, date nights, rehearsal dinners etc

5. It also offers gift cards and merchandizes

6. 140+ locations spread across US

Weaknesses

1. Caters only to an limited segment at a few locations
2. Food high on calorie content ma not appeal to the health conscious segment

Opportunities

1. Introduce more items on its menu
2. Venture into newer markets and countries

3. More advertising and marketing can boost the brand image

Threats

1. Growing demand for vegetarian and healthier food options
2. The rising prices of its core ingredient cheese

3. Increasing competition and higher costs of raw materials

Competition

Competitors

1. Kona Grill
2. Benihana
3. McCormick & Schmick's Seafood Restaurant


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