Rainforest Cafe SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1183
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SWOT Analysis of Rainforest Cafe with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Rainforest Cafe

Parent Company

Landry’s Restaurants

Category

Restaurants

Sector

Food and Beverages

Tagline/ Slogan

A wild place to shop and eat

USP

The adventure and entertainment one gets on dining at the restaurant

STP

Segment

People looking to spend time and giving more importance to ambience

Target Group

Upper middle class and upper class families

Positioning

A casual dining restaurant providing an adventurous experience

SWOT Analysis

Strengths

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

Weaknesses

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

Opportunities

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

Threats

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

Competition

Competitors

1. Hard Rock Cafe
2. Planet Hollywood
3. House of Blues



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