Maggiano’s Little Italy SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1452
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SWOT Analysis of Maggiano’s Little Italy with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Maggiano’s Little Italy

Parent Company

Brinker International Inc.,

Category

Italian-American casual dining

Sector

Restaurants

Tagline/ Slogan

It’s all about family and great food

USP

Classic and contemporary Italian-American recipes

STP

Segment

Italian food enthusiasts

Target Group

Middle income families and adults

Positioning

Re-creating the classic pre-World War II dinner house featuring family size portions

SWOT Analysis

Strengths

1. Regularly offers Chef special dishes available at over 50 locations
2. Good variety in all three courses of a meal
3. Large selection of wines and its own private label, Salute Amico
4. Banquet spaces for special occasions

5. Food made from scratch daily and Take-out and delivery service

6. Online and social media presence

Weaknesses

1. Service at the restaurants doesn’t compare to those at big hotel chains and food chains

2. Less brand awareness means limited revenues and low market share

Opportunities

1. Have more sales promotions
2. Introduce a breakfast menu
3. Improve quality of beverages to be at par with the food

Threats

1. Franchises are geographically spread out without a strong base
2. Competition from specialty restaurants, especially pizzerias
3. No specific signature items on the menu

Competition

Competitors

1. Olive Garden
2. Romano’s Macaroni Grill
3. Carrabas

 

 


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