T.G.I. Fridays SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 7246
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SWOT Analysis of T.G.I. Fridays with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

T.G.I. Fridays

Parent Company

T.G.I. Friday's

Category

Fast Food Eating Joints

Sector

Food and Beverages

Tagline/ Slogan

In here it’s always Friday

USP

A casual dining restaurant serving good quality American food and alcoholic beverages

STP

Segment

People looking for a casual dining restaurant to hang out with friends

Target Group

Middle and upper class people from urban areas

Positioning

A casual dining restaurant serving alcohol and tasty food, where people can enjoy every day as they would on weekends

SWOT Analysis

Strengths

1. A popular brand name and brand popularity
2. Separate menus for lunch, dinner, fast food and alcohol
3. Nearly 1000 locations worldwide
4. CSR activities in the field of hunger, education, etc.

5. Customer engagement program like ‘Give me more stripes’

6. Perceived as a fun place with good food, good drinks and good music

7.Successful marketing strategies like ’World Bartender Championship’

Weaknesses

1.Expensive
2.Less advertising compared to competitors
3.Lack of menu items for the health conscious people

Opportunities

1.Agressive advertising
2.Expansion in the untapped markets
3.Increase in purchasing power of people in developing countries, leading to improvement of their lifestyle

Threats

1.Fluctuations in the price of raw materials
2.Global economic instability
3.Health consciousness amongst people

Competition

Competitors

1.Local casual dining restaurants

2.Applebee's

3.Olive garden

4.Outback steakhouse



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