Rubio's Fresh Mexican Grill SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 909
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SWOT Analysis of Rubio's Fresh Mexican Grill with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Rubio's Fresh Mexican Grill

Parent Company

Mill Road Capital

Category

Restaurants

Sector

Food and Beverages

Tagline/ Slogan

Rubio's Fresh Mexican Grill

USP

"Fresh Mex" – New age Mexican restaurant  offering  – Fish Tacos

STP

Segment

Food and beverages for Premium Customer , who enjoy Mexican cuisine

Target Group

Adults looking to have a fine dining experience

Positioning

Mexican Grill Restaurant – value for money

SWOT Analysis

Strengths

1. Rubio's operates, licenses or franchises more than 190 restaurants in California, Arizona, Colorado, Utah and Nevada.

2. Offers higher value for money in comparison to competitors

3. Strong Brand recognition due to unique proposition of coastal cuisine  - mainly Fish Tacos – and other seafood tacos

4. Wide presence nearly 200 full-service restaurants across the US

5. Focused on continuous innovation in the food menu – keep customers interested

6. Rubio's Fresh Mexican Grill Restaurants are primarily company-owned hence high level of control on quality and standardization of services

Weaknesses

1. Limited market share owing to restaurants located in a few locations compared to global chains

2. Unable to expand as rapidly as competitors due to company owned model as opposed to franchise model.

Opportunities

1. Expand menu , revamp brand communication to include younger adults

2. Expand offerings to include new and innovative food options

3. Offer Health menu for specific customers having a health oriented lifestyle

Threats

1. Macro economic scenario - Rising Costs of Food and Labor

3. Changing Customer lifestyles – customers are increasingly opting for healthy foods and lifestyles

2. Low barriers to entry – hence Competition from smaller players who offer customized and innovative food options

Competition

Competitors

1. Panchero's Mexican Grill

2. Del Taco

3. Chipotle

4. Fresh Enterprises


The table above concludes the Rubio's Fresh Mexican Grill SWOT analysis along with its marketing strategy and brand parameters.

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