California Pizza Kitchen SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 771
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SWOT Analysis of California Pizza Kitchen with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

California Pizza Kitchen

Parent Company

Golden Gate Capital

Category

Restaurants

Sector

Food & Beverage

Tagline/ Slogan

it all begins with imagination and ends with unforgettable flavours’

USP

Innovative & non-traditional hand tossed pizzas

STP

Segment

People who love pizzas & casual dining out

Target Group

Family , kids , youth , elders

Positioning

Polished casual dining restaurant with specialization in California style  pizza

SWOT Analysis

Strengths

1. Innovative & non-traditional pizzas. For ex – The original BBQ chicken pizza was introduced by CPK 
2. Competitive prices. It doesn’t have to offer discounts to increase sales even during recession 
3. Recent tie up with Kraft foods to distribute a line of frozen pizzas 
4. Variety of ways in which its distributed & marketed. Strong distribution networks including franchisee concepts designed for airports , universities , stadiums , supermarkets & even catering

5. Healthy balance sheet, high margin revenue. Reduction in long term debt

6. High brand resonance, high in consumer & community engagement activities. It has official partnerships with different NGOs

7. High in quality. It has partnered with gluten free food service certification program

8. Close to 15,000 employees in over 15 countries

Weaknesses

1. Lack of geographical diversification. Most of the company operated stores are located within California 
2. Bad acquisitions in past

Opportunities

1. Increase number of franchises for good margins & returns 
2. Increase number of outlets in other geographies 
3. Market  more varieties of premium frozen pizzas

4. Can leverage its tie up with Kraft & promote other products too

5. More formats of restaurants ex – quick service restaurants in college & other potential markets , catering

Threats

1. Profits greatly depend on Krafts relations with CPK 
2. Increase in number of competitors with similar value proposition
3. Increase in food regulation standards

4. Seasonality. To drive restaurant sales one has to continuously innovate & offer new exciting products

Competition

Competitors

1. Cheesecake factory 
2. Brinker International Inc 
3. PF Chang’s China Bistro Inc

4. Pizza Hut

5. Dominos



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