Chevys Fresh Mex SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 657
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SWOT Analysis of Chevys Fresh Mex with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Chevys Fresh Mex

Parent Company

Real Mex Restaurants

Category

Restaurants

Sectors

Food and Beverages

Tagline/ Slogan

Fresh Mex

USP

Availability of a variety of Mexican-style foods

STP

Segment

People looking to try out different styles of food.

Target Group

People looking for fresh Mexican food

Positioning

Every dish is made fresh- right from the scratch

SWOT Analysis

Strengths

1. Leverage provided by its parent company – Real Mex Restaurants existing for 60 years
2. Wide variety of Mexican food and desserts available in the menu
3. Food made from fresh ingredients right from scratch providing a rich taste
4. Presence in more than 100 locations throughout the U.S.A

5. Excellent menu for dinner serviced by over 3000 employees

6. Economies of scale due to the niche product offerings

Weaknesses

1. Low geographic presence and low market share
2. Online ordering feature not provided
3. Not an ideal place for people who don’t prefer the Mexican-style food

Opportunities

1. Lunch has accounted for majority sales – More promotions can be offered
2. Expansion across North America
3. Online ordering facility can be incorporated

4. Health food options can be included

Threats

1. Availability of raw materials
2. Competitors providing similar products
3. People moving towards healthy products

Competition

Competitors

1. Café Rio
2. Taco Bell
3. Del Taco


The table above concludes the Chevys Fresh Mex SWOT analysis along with its marketing strategy and brand parameters.

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