Tony Roma’s SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 2219
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SWOT Analysis of Tony Roma’s with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Tony Roma’s

Parent Company

Romacorp,Inc.

Category

Casual dining chain

Sector

Restaurants

Tagline/ Slogan

Famous for Ribs

USP

Baby-back ribs

STP

Segment

Traditional American steak enthusiasts

Target Group

Middle income families

Positioning

The Best BBQ Ribs in America

SWOT Analysis

Strengths

1. Pioneer of baby back ribs
2. Award winning dishes based on BBQ ribs
3. Frozen meals and barbeque sauce sold in supermarkets
4. Advertisement  on television enhanced brand awareness

5. 250+ locations in 25+ countries

6. Adapted menu to international markets; use of halal meat etc.

Weaknesses

1. Average levels of customer service compared to big hotel chains
2. Limited drink menu can be a concern for a few customers
3. Weak online and social media presence

Opportunities

1. Expansion into emerging markets
2. Introduce healthy salads as accompaniments
3. Expand drinks and dessert menu to complete the dining experience

Threats

1. Rising operational costs associated with meats
2. Perception of steaks as unhealthy and fattening food
3. Mature product market for steaks

Competition

Competitors

1. Outback Steakhouse
2. Texas Steakhouse
3. Longhorn Steakhouse

 

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