A & W’s Restaurants SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1924
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SWOT Analysis of A & W’s Restaurants with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

A & W’s Restaurants

Parent Company

A Great American Brand LLC

Category

Restaurants

Sector

Food and Beverages

Tagline/ Slogan

All American Food

USP

Famous for its Root Beer

STP

Segment

People who eat out regularly / occasionally

Target Group

Baby boomer generation, the next generation – kids of baby boomers

Positioning

fast food restaurant

SWOT Analysis

Strengths

1. Nation's first system of franchise roadside restaurants
2. Legacy Brand familiar to most Americans (baby boomer generation)
3. Well known for Root Beer – first product
4. Well known USP of being a drive-in format fast food restaurant

5. It has over 1200 restaurants spread globally spread across 10 countries

Weaknesses

1. No longer a drive –in format – for which it was well known
2. Spin off from Yum Brands-transition issues & data analysis problems

Opportunities

1.Generate greater sales among the youth
2.Geographical Expansion beyond North America
3.Increasing focus on health awareness– develop healthy food options

Threats

1.Highly fragmented category - stiff competition from small outlets
2.Consumer attitude shift towards healthy food
3.Higher marketing spends by competitors such as McDonalds

Competition

Competitors

1. McDonalds
2. Taco Bell
3. Burger King Worldwide, Inc.

4. American Dairy Queen Corporation



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