Romano’s Macaroni Grill SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1104
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SWOT Analysis of Romano’s Macaroni Grill with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Romano’s Macaroni Grill

Parent Company

Ignite Restaurant Group

Category

Casual dining Italian American chains

Sector

Restaurants

Tagline/ Slogan

Something New. Something Classic.

USP

Expertly handcrafted rustic dishes and Italian classics

STP

Segment

Italian food lovers

Target Group

Middle income urban adults

Positioning

Traditional and yet contemporary Italian food

SWOT Analysis

Strengths

1. Contemporary Italian cuisine popular among customers
2. Uniquely themed tables at restaurants
3. 200+ locations around the world
4. Open kitchen shows transparency and hygiene

5. Strong online presence adds to customer experience

6. Rich and flavourful wines

Weaknesses

1. Not affordable to everyone means less word of mouth
2. Despite very high quality, limited locations means less market share

Opportunities

1. Introduce chef specialty dishes
2. Expand and establish presence across the country
3. Improve dessert menu

Threats

1. Competition from large chain Italian restaurants, especially pizzerias
2. High cost of operations due to use of fresh ingredients
3. Lack of strong differentiating factor

Competition

Competitors

1. Maggiano’s Little Italy
2. Chilli’s
3. Olive Garden

 

 

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