Charlie Brown’s Steakhouse SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 393
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SWOT Analysis of Charlie Brown’s Steakhouse with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Charlie Brown’s Steakhouse

Parent Company

Praesidian Capital

Category

Restaurants

Sector

Food and Beverages

Tagline/ Slogan

At Charlie’s We want you to feel like Family

USP

The family-friendly ambience provided along with its wide variety of menu selections

STP

Segment

People looking for a rich dining experience along with their families

Target Group

Families belonging to middle and urban class

Positioning

A casual dining restaurant with a wide variety of food to select from

SWOT Analysis

Strengths

1. Brand presence is high with mant years of service
2. Wide variety in menu including steak, seafood, sandwiches, salads, chicken. BBQ ribs, pasta, burgers and raisin bread

3. Present throughout more than 20 locations in USA
4. Serves customer of all ages including kids

5. Possesses a ‘Gift Card’ section for gifting friends and families

6. Separate menus for lunch, dinner and kids

7. Addition of a Gluten-free menu attracting more customers with over 1000+ employees

Weaknesses

1. Limited brand presence & low geographic presence
2. Website not user-friendly – Menus have to be downloaded
3. Diluted brand equity - has just come out of bankruptcy in 2011

Opportunities

1. Expand into more locations in the U.S.A and then internationally
2. Enable online ordering facilities
3. Advertise more to regain the brand equity lost in the bankrupt period

4. Provide ‘reservation’ facility to ensure no waiting time

Threats

1. Highly fragmented industry – presence of too many similar outlets
2. Increase in price of raw materials
3. People’s increased movement towards more healthy food

Competition

Competitors

1. McDonalds
2. Subway
3. Carl’s Jr

4. Burger King



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