Umami Burger SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 712

SWOT Analysis of Umami Burger with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Umami Burger

Parent Company

Umami Restaurant Group




Food and Beverages

Tagline/ Slogan

Have it your way


Specializes in serving hamburgers -  umami flavor, which is outside of the traditionally accepted tastes of salty, sweet, bitter, and sour.



Food and beverages for Adults, Youth & Kids

Target Group

Working Adults , Students who prioritise taste over health & are less price sensitive


All-American classic, hamburger place

SWOT Analysis


1. Unlike most burger restaurants, it has waiter service and most locations have a full bar

2. Umami Burger offers over a dozen different burgers, and substitutions are discouraged

3. Different from other chains in that - the food between their restaurant locations is not designed to each taste the same - wanted to be a restaurant group, not a chain

4. Diverse Offerings – Expanded into a new range of products – Signature Sauces by Umami

5. High control on quality and offerings at every location due to company owned model


1. Limited reach  - presence in a few locations across US

2. Low Advertising Spend and lacks a well developed marketing strategy

3. Priced higher than most competitors


1. Innovation on the menu front to include healthy food options for the weight – watchers

2. More stores across US and also global expansion

3. The brand can improve its recall through sponsorships and marketing exercises


1. Highly fragmented market -  tighter competition engaged by major fast-food chains – and also face competition from unorganized players with lower cost and niche offerings

2. Increasing costs of operations can reduce the margins for the brand

3. The company can face issues from strict govt policies



1. Epic Burgers

2. Jack in the Box Inc

3. Burger King

4. McDonalds


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