Bertucci’s SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 897
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SWOT Analysis of Bertucci’s with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Bertucci’s

Parent Company

Bertucci’s Co. Inc.

Category

Italian restaurants

Sector

Restaurants

Tagline/ Slogan

Everybody eats when they come to our house

USP

Pizzas cooked in brick ovens

STP

Segment

People looking for authentic Italian food

Target Group

Urban middle and upper class

Positioning

Real authentic Italian delicacies at affordable prices

SWOT Analysis

Strengths

1. Certificate of Authenticity from L’Associazone Vera Pizza Napoletana in Naples, the pizza capital of the world

2. Home-made taste

3. Use of classic Italian and gourmet toppings

4. Reasonable prices and high quality service and food

5. Nearly 100 restaurants spread across US

Weaknesses

1. Market share is limited due to tough competition

2. Limited online presence as compared to leading outlets

Opportunities

1.Increase variety in dishes other than pizza

2.Strengthen presence in NE America

3. More advertising and marketing, and tie-ups to penetrate international markets

Threats

1.Low price fast food chains

2.Decreasing consumption of cheese based dishes

3. Govt policies against restaurants and food chains

Competition

Competitors

1.Buca di Beppo

2.Maggiano’s Little Italy

3.Pizza Hut

4.Domino’s Pizza

5.Papa John’s Pizza



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