Rumbi Island Grill SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 532
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SWOT Analysis of Rumbi Island Grill with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Rumbi Island Grill

Parent Company

Privately owned by Dave Duffin

Category

Hawaiian theme fast casual

Sector

Restaurants

Tagline/ Slogan

Go Tribal. Eat Tropic

USP

Hawaiian rice bowls

STP

Segment

People interested in tropical cuisine

Target Group

Lower-middle income families in Utah and surrounding states

Positioning

Authentic tropical dining experience

SWOT Analysis

Strengths

1. Tropical themed ambience adds to customer experience

2. Dishes made from scratch everyday
3. Use fresh ingredients shows quality
4. Strong presence in state of Utah in the US

5. Highly involved with the community

6. Family friendly atmosphere

Weaknesses

1. Only a few locations; concentrated in Utah
2. Weak online presence compared to other food joints
3. Limited offerings and low geographic presence means low revenues

Opportunities

1. Establish stronghold in Utah
2. Sponsor local events to improve brand recognition
3. Adjust menu to local tastes

Threats

1. No strong differentiating factor
2. Category is on decline
3. Large chain restaurants are offering identical dishes

Competition

Competitors

1. Chilli’s
2. Sizzler
3. Winger’s Grill&Bar

 

 


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