Fresh Choice SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 570
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SWOT Analysis of Fresh Choice with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Fresh Choice

Parent Company

Fresh Choice

Category

Restaurants

Sector

Food and Beverages

Tagline/ Slogan

A tradition of fine baking

USP

Providing a healthier alternative to fast food restaurants

STP

Segment

People looking to move away from fast food and go for nutritious food

Target Group

Middle aged people from middle and upper class

Positioning

Providing nutritious food in a buffet-style manner

SWOT Analysis

Strengths

1. Alternative to the highly fragmented fast food market
2. Target segment is completely different
3. Very few players in the market
4. Usage of energy-efficient equipment
5. Involved in extensive marketing by sponsoring events such as ‘Earth Day’
6. Obtained raw materials from local farmers and started to grow many of its own vegetables later on

Weaknesses

1. Low number of restaurants
2. Restaurants closed down due to bankruptcy diluting the brand equity

Opportunities

1. Expanding the menu list in terms of variety offered
2. Addition of menu to attract kids and in turn bring families
3. Increasing the number of outlets

Threats

1. People preferring fast food
2. Cannibalization of its existing restaurants
3. Competitors having a high market share

Competition

Competitors

1. Sweet Tomatoes
2. Bertucci’s
3. General Mills
4. Hometown Buffet
5. Sizzler
6. Soup and Salad


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