The Tilted Kilt SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 897
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SWOT Analysis of The Tilted Kilt with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

The Tilted Kilt

Parent Company

Tilted Kilt

Category

Restaurants

Sector

Food and Beverages

Tagline/ Slogan

Dispensing Happiness to the Common Man; A Cold Beer Never Looked So Good

USP

Concept rooted in rousing tradition of Scottish, Irish and English Pubs

STP

Segment

Food and beverages for Adult Men

Target Group

Mainly Men who are single and indulge in social drinking

Positioning

Contemporary, Celtic-themed sports Pub where entire staff dresses in thematic attire; the men wear kilts and the women wear "mini-kilts" and plaid bras.

SWOT Analysis

Strengths

1. The winning concept was an instant success and gained national and global exposure

2. Unique proposition of the chains offer “comfort” to their male customers

3. Offers a complete fine dining – luxury dining experience

4. Focus on Customer Relationship Strategy –  Loyalty programs “The insider” – offers special services to members

Weaknesses

1. Limited Presence  on social media compared to competitors

2.Customer base – only focused on single Men

Opportunities

1. Expand geographically domestically as well as internationally

2. More branding and marketing activities can boost the brand image

3. Improve online customer engagement programs through online social media

Threats

1. Macroeconomic fators – prices of food materials and labour costs rising and economic recession leading to lower customer spends on eating out no fine dining

2. Competition from Large franchise players who can afford lower prices due to economies of scale – higher reach

Competition

Competitors

1. Hooters

2. Twin Peaks



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