SWOT Analysis of Rainforest Cafe with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
Food and Beverages
A wild place to shop and eat
The adventure and entertainment one gets on dining at the restaurant
People looking to spend time and giving more importance to ambience
Upper middle class and upper class families
A casual dining restaurant providing an adventurous experience
1. Provides an adventure-filled ambience giving high levels of entertainment 2. Provision for parties and group events 3. Availability of a separate kid’s zone attracting families 4. Presence of restaurant throughout the world resulting in high brand equity 5. Not many players in the market providing a similar experience 6. Availability of ‘Gift Cards’ feature 7. Presence of Club for availing deals and redeeming rewards
1. High maintenance costs leading to high pricing 2. Competing with well-established international players means limited market share 3. The wildlife ambience may not be accepted by all
1. Apart from wildlife, more themes can be introduced 2. Prior reservation facilities can be availed 3. Buffet system can be enabled for people looking to reduce waiting time
1. People looking to have fast food in quick time 2. Availability of take-away and online ordering services in other restaurants 3. Increase in price of raw materials leading to higher premium charged
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