Applebee’s SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 5153
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SWOT Analysis of Applebee’s with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Applebee’s

Parent Company

dineEquity Inc.

Category

Restaurants: casual dining category

Sector

Food and Beverages

Tagline/ Slogan

See You Tomorrow

USP

Half rate entrée place for office going people in the afternoon and the open the midnight place for game night, girls night, karaoke night, etc. popularly called as Club Applebee’s

STP

Segment

Grill and Bar Segment

Target Group

Middle class, all age groups

Positioning

Fun and family-friendly neighborhood restaurant with healthy under 550 calorie menu items

SWOT Analysis

Strengths

1. A wide location base of almost 2000 restaurants
2. A comprehensive and reasonably priced menu
3. Innovative R&D department e.g. ‘Tableside Tablet Initiative’
4. Low capital investment through 99% franchised restaurant base

5. Better management of advertising, brand management, R&D and strategy under the franchisee setup

Weaknesses

1. Limited menu for vegetarians
2. Little scope of micro-management
3. Tough to monitor quality due to franchisee setup and limited geographic presence

Opportunities

1. ‘Clubbing at Bee’s’ for 20s – 30s age group
2. Rise in beverage demand with higher margins
3. Movement towards low-calorie food items

Threats

1. Recent vegan movement in USA
2. Family based casual diners reaction to Club Applebee’s (late night bar setup)
3. Increased competition from local other casual dining chains and independent restaurants

Competition

Competitors

1. T.G.I. Fridays
2. Chili’s and Buffalo Wild Wings
3. Ruby Tuesday


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