Bennigan's SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 911
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SWOT Analysis of Bennigan's with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Bennigan's

Parent Company

Atalaya Capital Management

Category

Restaurants

Sector

Food and Beverages

Tagline/ Slogan

American Fare, Irish Hospitality

USP

Chef driven food with Irish hospitality

STP

Segment

Youngsters seeking Irish-pub theme based restaurants

Target Group

Youth from upper class

Positioning

A high energy, casual dining restaurant to meet friends and kick back for a while

SWOT Analysis

Strengths

1. Strong brand equity established over years
2. Offers a wide variety of American food and drinks
3. Flexible prototypes, legendary service and innovative food
4. Presence in over 40+ international locations, growing both domestically and internationally

Weaknesses

1. High fat and high calorie content food, does not cater to health conscious segment
2. Financial crisis lead to many earlier stores being closed

Opportunities

1. Venture into new markets as the brand is being globally accepted

2. Expansion across geographies can boost business

3. More advertising and brand building can help reach out to newer customers

Threats

1. Multiple players catering to the same segment
2.Rapidly growing health conscious population
3. Unfavorable government conditions and rise in cost of raw materials

Competition

Competitors

1. Applebee's
2. Houlihan's
3. T.G.I. Friday

4. Chipotle


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