Church’s Chicken SWOT Analysis, Competitors & USP

SWOT analysis of Church’s Chicken analyses the brand by its strengths, weaknesses, opportunities & threats. In Church’s Chicken SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Church’s Chicken to benchmark its business & performance as compared to the competitors. Church’s Chicken is one of the leading brands in the food & beverages sector.

The article below lists the Church’s Chicken SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Church’s Chicken SWOT Analysis:

SWOT Analysis of Church’s Chicken

For Church’s Chicken, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Church’s Chicken Strengths

The strengths of Church’s Chicken looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Below are the Strengths in the SWOT Analysis of Church’s Chicken :

1. Strong brand recall - Church's became the second-largest chicken restaurant chain in 1989, when it merged with Popeyes Chicken & Biscuits

2. Widespread Presence - Church's Chicken owns and franchises more than 1,500+ fast food chicken restaurants in approx 25+ countries
3. The menu for Church's has greatly expanded with newer entree choices emerging constantly
4. Has been in the market for decades – grown through new looks, products, new advertising campaigns

5. Brand Mascot : Churchie the brand's loveable mascot.

6. Multichannel network - It opened kiosks and operations in convenience stores and co-branded with the White Castle hamburger chain in several dozen locations.

7. Promotional activities - Collaboration with Coca-Cola on a promotion called Be Heard, which uses mobile technology to engage and interact with a younger segment of Church’s target audience.

Church’s Chicken Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the Church’s Chicken SWOT Analysis:

1. The brand is yet to explore opportunities abroad compared to other leading food joints especially in emerging economies
2. Vast franchise network – leading to inconsistencies in offering quality

Church’s Chicken Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Following are the opportunities in Church’s Chicken SWOT Analysis:

1. Introduce a low cal / Healthy range for health conscious customers
2. Expand menu to include Breakfast options

3. Introducing the brand in newer geographies would help increase business

Church’s Chicken Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. The threats in the SWOT Analysis of Church’s Chicken are as mentioned:

1. Increasing focus of customers towards healthy food
2. Seasonal fluctuations in demand due to bird flu and other such epidemics
3.Several big fried chicken franchise players – making it a highly competitive business segment

Church’s Chicken Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 2 competitors of Church’s Chicken:

1. KFC
2. Popeye’s Chicken

Hence this concludes the Church’s Chicken SWOT analysis.

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About Church’s Chicken

Church’s Chicken Overview
Parent Company	Friedman Fleischer & Lowe
Category	Restaurants
Sector	Food & Beverages
Tagline/ Slogan	A whole lot of Chicken Genius, Full Flavor, Full Pockets, Full Life
USP	Specializing in fried chicken
Church’s Chicken STP
Segmentation	People who eat chicken
Target Market	Targets the young, Chicken enthusiast but also appeals to the family consumer.
Positioning	Quick service restaurant specializing in fried chicken

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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