Zaxby’s SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 938
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SWOT Analysis of Zaxby’s with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Zaxby’s

Parent Company

Zaxby’s

Category

Restaurants

Sector

Food and Beverages

Tagline/ Slogan

Indescribably Good

USP

Fried chicken that will give you the real Spanish experience

STP

Segment

Fried Chicken

Target Group

Adults (18-45) of middle and higher income groups

Positioning

Incredible chicken based food for its customers

SWOT Analysis

Strengths

1. One of the top 5 fast food restaurants specializing in a chicken menu
2. Operates in more than 600 locations
3. Restaurants are decorated as per themes belonging to the locality
4. Strong Brand built since 1990

5. One of the fastest growing fast casual restaurants

6. Chicken wings of Zaxby’s are the customer favorite by far

Weaknesses

1. Lower market share as compared to competitors
2. The brand is present only in US compared to global food chains

Opportunities

1. Expansion into other regions of USA
2. More products in the menu to differentiate itself from the competitors
3. Talk about more than one item in commercials

Threats

1. Price war between Zaxby’s and its competitors
2. Need for more variety in food among consumers
3. Larger reach and scale of competitors

Competition

Competitors

1. KFC
2. Chick-a-fill
3. Church’s
4. McDonald’s



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