Chicken Express SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 388

SWOT Analysis of Chicken Express with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Chicken Express

Parent Company

Stuart Group Inc.




Food & beverage

Tagline/ Slogan

our chicken can’t fly, so we deliver


Legendary express tenders & sweet tea


People who love to eat chicken

Target Group

All age groups


Provides  fast, friendly service of the best quality food that the whole family can enjoy

SWOT Analysis


1. Good food , ambience  and presence at over 200 locations

2. Brand recall value is high in US

3. Chicken Express gift card

4. All the “fresh” (not frozen) chicken products are precisely marinated; dipped in a secret batter mix and cooked to perfection.

5. The chain is also known for their iced tea, which they sell by the gallon

6. High price value equation, so people of all segments can afford.


1. Only present in US with no global presence

2. Intense competition means limited market share


1. Making the chicken better and more dishes

2. Growing incomes, busier lifestyle. Hence more & more customers prefer dining out. Hence there is an opportunity to expand domestically into more areas.

3. Global expansion


1. New entrants are using low pricing which is more attractive these days owing to economic crisis , high credit levels in US

2. Increase infrastructure cost



1. Zaxbys

2. Chicken-Fila


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