Checkers & Rally’s SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1069
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SWOT Analysis of Checkers & Rally’s with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Checkers & Rally’s

Parent Company

Wellspring Capital Management

Category

Restaurants

Sector

Food and Beverages

Tagline/ Slogan

You Gotta Eat

USP

Shiny 1950s art deco-styled buildings and uniquely seasoned french fries. – made to order burgers

STP

Segment

Food and beverages for families , Adults with Kids

Target Group

People with a taste for southern American cuisine

Positioning

nontraditional quick-service restaurant

SWOT Analysis

Strengths

1. Checkers' high volume double drive-through windows and low overhead allowed it to dominate the burger market

2. Rally's was the double drive-through segment leader

3. Rally's/Checkers was among fast-food chains with strong sales nationwide

4. Three key differentiator points value, bold flavor and hours that are convenient to everyone

5. Popular for Rally's innovative menu, which includes items such as cheesesticks, funnel cakes, Philly cheesesteak sandwiches and chicken wings

Weaknesses

1. Weak Presence compared to competitors and no international presence

2. Limited brand visibility is also a concern for the brand

Opportunities

1. Expand to emerging economies

2. Menu innovation to include diverse cultural cuisine – to gain a competitive edge over competitors like McDonalds who are already doing that

Threats

1. Growing no. of standalone signature gourmet restaurants

2. Loss of market share to restaurants offering healthy food options

3. Increasing costs of operations and high raw material costs

Competition

Competitors

1. Tampa Restaurant Chain inc

2. McDonalds Corporation

3. Wendy’s International Inc



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