Auntie Anne’s SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1939
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SWOT Analysis of Auntie Anne’s with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Auntie Anne’s

Parent Company

Focus Brands

Category

Restaurants

Sector

Food and Beverages

Tagline/ Slogan

It's Just How We Roll; Pretzel Perfect

USP

Hand Rolled Soft Pretzel

STP

Segment

People who eat out for dinner  and breakfast

Target Group

Moms with Kids , Tweens

Positioning

Perfect Pretzels

SWOT Analysis

Strengths

1. World’s largest soft pretzel franchise

2. 1500 Stores present across almost all US states and 30+ countries.

3. "The Perfect Guarantee," that guarantee you’ll love your pretzel or we’ll replace it with one that you do."
4. Strong Brand Recall Value

5. Concept of allowing people to see the process of baking the pretzels

6. Model of new stores based on a typical home kitchen

Weaknesses

1. Niche Product Line caters to a specific segment of pretzel eaters
2. Shopping mall traffic, dwindled since the Great Recession means limited market share growth

Opportunities

1. Growth in “alternative locations,” at non-shopping mall locations
2. Growth in newer markets – developing economies
3. Product line expansion without compromising on signature pretzel
4. Can leverage their beverage/coffee line to boost breakfast sales

Threats

1. Franchise outlets in different formats – declining consistency and quality – could adversely impact brand value
2. QSR’s adding pretzel bread to menu – eg Wendy's & Dunkin' Donuts

3. Intense competition from international players and rising costs of raw materials

Competition

Competitors

1. Mrs. Fields' Original Cookies, Inc
2. Wetzel's Pretzels LLC
3. Yogurt Ventures U.S.A., Inc.
4. Philly Pretzel Factory



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