FATZ SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 542
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SWOT Analysis of FATZ with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

FATZ

Parent Company

Café Enterprises, Inc

Category

Casual dining

Sector

Restaurants

Tagline/ Slogan

This is our hometown Fatz Café; Eatz and Drinkz

USP

Hometown values and strong community ties

STP

Segment

Southeast United States

Target Group

Lower-Middle income families

Positioning

Quality regional food at great prices

SWOT Analysis

Strengths

1. Understanding of local tastes
2. Value for money offering high quality menu
3. Good variety on the menu attracts customers across ages
4. Lite menu and nutrition calculator

5. Sponsors local events and sports teams

6. Friendly staff and excellent customer service

Weaknesses

1. Limited number of locations compared to bigger players
2. Menu is highly localized. Not probably suited for outsiders and travellers

Opportunities

1. Strengthening position in Southeast by opening at more locations
2. Advertise on local television
3. Offer entertainment in some form

Threats

1. Price competition from big chain restaurants
2. Menu is perceived as fattening
3. Very low brand recognition

Competition

Competitors

1. Big Boy
2. Shoney’s
3. Huddle House



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