Chili's SWOT Analysis, Competitors & USP

Posted in Food & Beverages, Total Reads: 6443

SWOT Analysis of Chili's with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

Brinker International




Food & Beverages

Tagline/ Slogan

More LIFE happens here


Mexican style spicy food that people enjoy

Chili's STP


Restaurants and food chains

Target Group

Young and outgoing crowd from upper and middle class


Fun and outgoing place for people looking for variety

Chili's SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Chili's :

1. Wide range to offer, in addition to their regular menu, they offer a nutritional menu, allergen menu, and vegetarian menu
2. Catchy advertising jingles, one of them ranked first on the list of "10 songs most likely to get stuck in your head"
3. Strong presence of more than 1,600+ outlets in 30+ countries
4. Huge customer base, every year, Chili's serves roughly 250+ million customers

5. Convenient location of outlets, usually near shopping malls, movie theatres and other popular attractions

6.Started  create your own chili pepper campaign that sponsors St. Jude's children hospital

7. Serves big portions, can accommodate large groups of people, has party planners and offers gift cards


1. Limited distinguishing factor as its very similar to its competitors in the same category
2. Maintaining standards across all its outlets proves difficult


1.Low-carb and dietary options for the health conscious segment
2. Venture into new markets as the brand is being globally accepted
3. Attend to people looking for quick and cheap bites after a trip to the movies or malls


1. Competitors' frozen food line and retail products are available in the local market
2. Multiple players catering to the same segment
3.Rapidly growing health conscious population

Chili's Competition


Below are the 3 main Chili's competitors :

1. Ruby Tuesday
2. Applebee's
3. TGI Fridays

The brandguide table above concludes the Chili's SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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