Pei Wei Asian Diner SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1181
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SWOT Analysis of Pei Wei Asian Diner with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Pei Wei Asian Diner

Parent Company

Centerbridge Partners

Category

Restaurants

Sector

Food and Beverages

Tagline/ Slogan

East of usual

USP

Provides a rich variety of asian food

STP

Segment

People looking to have Chinese food

Target Group

Middle class and upper class people of all ages

Positioning

A casual dining restaurant that provides asian food

SWOT Analysis

Strengths

1. Presence in more than 190+ locations in USA and also a few international outlets
2. Availability of online ordering facility
3. Menu has different varieties – separate menu for lighter offerings
4. Separate menus for local and parties with differentiation in pricing
5. Menu offerings focus more on core items with high volume
6. Not many players in the market offering Chinese cuisine

Weaknesses

1. Intense competition and low differentiation
2. Brand recall is not very high

Opportunities

1. Attractive combos and offers can be introduced
2. Core menu items can be made before order to increase delivery speed
3. Inclusion of desserts in the menu

Threats

1. Chinese immigrants moving towards American fast food
2. Its parent company PF Chang can result in cannibalization
3. Availability and price fluctuation of raw materials

Competition

Competitors

1. Shandong Restaurant
2. PF Changs
3. Panda Express



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