Zankou Chicken SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1082
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SWOT Analysis of Zankou Chicken with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Zankou Chicken

Parent Company

Family owned

Category

Middle eastern fast casual chain

Sector

Restaurants

Tagline/ Slogan

-

USP

Signature garlic sauce

STP

Segment

Middle eastern cuisine lovers

Target Group

Lower-middle income group in Los Angeles area

Positioning

Family owned chain for immigrant middle east population

SWOT Analysis

Strengths

1. High brand recognition among target segment
2. Family recipes used for cooking
3. Age old brand; has been around since 1962
4. Use of fresh meat and ingredients

5. Signature garlic sauce and humus

6. Clear positioning; very few competitors

Weaknesses

1. Generated bad press when family members were murdered
2. Only a few restaurants in Los Angeles area
3. Limited size of target group is a concern

Opportunities

1. Engage with local community in Los Angeles area
2. Consumers’ positive preferences towards Mediterranean food
3. Americanize the menu to acquire customers

Threats

1. Mediterranean food is not completely understood
2. Perception of Mediterranean food as cheap
3. Customers consider ambience as a factor in choosing restaurants

Competition

Competitors

1. Sassoon Chicken
2. Papa Cristo’s
3. Mediterranean City Grill

 

 


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