BoneFish Grill SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 825
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SWOT Analysis of BoneFish Grill with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

BoneFish Grill

Parent Company

Bloomin Brands

Category

Restaurant

Sector

Food & beverages

Tagline/ Slogan

Incredible served daily

USP

Wood grilled fish & variety of seafood’s with some signature dishes like Bang Bang shrimp , oysters, Maryland crab cakes , Lobster rolls

STP

Segment

Seafood lovers

Target Group

Targeted towards affluent customers seeking variety in seafood dishes

Positioning

American casual dining seafood restaurant cum bar

SWOT Analysis

Strengths

1. Menu changes every couple of months. So there is always something new to try 
2. It has a history of partnership with several charitable organizations including American Cross.
3. Procurement process of sea food is highly regulated governed by National oceanic & atmospheric administration & issued government regulations. So quality of seafood is ensured 
4. Exclusively crafted sea food cuisines. Amazing combination of drinks & sea food

5. Presence of strong parent company give credibility

6. Over 150 stores across USA shows its  brand reach

Weaknesses

1. Intense competition means limited market share 
2.Limited international presence as compared to global brands

Opportunities

1. Opening up new outlets in different geographies by 
having more tie ups with franchisees & opening company owned outlets 
2. Expansion of product portfolio

3.Develop better marketing expertise as compared to other brands

Threats

1. Growing competition from other international & local brands which means threats of declining market share 
2. Increasing operating cost (logistics, real estate ) which can decrease the profits

Competition

Competitors

1. Brio Tuscan

2.Carrabba’s Italian Grill

3. Outback Steakhouse



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