Outback Steakhouse SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1400
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SWOT Analysis of Outback Steakhouse with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Outback Steakhouse

Parent Company

Bloomin Brands

Category

Restaurants

Sector

Food & Beverage

Tagline/ Slogan

Always fresh in the outback

USP

All meat is heavily seasoned; there is a many spice blend for the steaks themselves. It fries its food in beef tallow, and uses real butter and heavy cream in many dishes, The Bloomin' Onion is a signature Outback item

STP

Segment

People who love steaks

Target Group

Family , kids , college goers

Positioning

Australian-themed American casual dining restaurant chain

SWOT Analysis

Strengths

1. Outback's bar selections are highly regionalized depending on local taste & preference

2. Outback serves Foster's Lager; an Australian brand of beverage exported around the world.

3. In Malaysia, Outback Steakhouse offers a pork-free menu to cater for Muslim customers

4. More than 1200 restaurants in 20+ countries

5. Outback also offers a gluten free menu for its normal menu items with slight variations. Outback has recently added gluten free beverage choices like  Angry Orchard cider & "light style" option to the menu

6. Outback also sponsors the NCAA football Outback Bowl & Heineken USA, high community involvement through donations & sponsorship.

7. Online ordering facility is there

Weaknesses

1. Some journals have allegedly claimed the food to be unhealthy

2. Intense competition means limited market share and lack of clear differentiation in offerings

Opportunities

1. Can include more range of breakfast menu items

2. Can improve the service so that people have to wait less

3. Can expand in more areas as it is a popular steakhouse

4. Have more price range points to cater to all types of segments

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. Long Horn Steakhouse

2. Val’s steakhouse

3. Bullshead restaurant



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