Chili's SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 29, 2020

SWOT analysis of Chili's analyses the brand by its strengths, weaknesses, opportunities & threats. In Chili's 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 Chili's to benchmark its business & performance as compared to the competitors. Chili's is one of the leading brands in the food & beverages sector.

The table below lists the Chili's SWOT (Strengths, Weaknesses, Opportunities, Threats), top Chili's competitors and includes its target market, segmentation, positioning & Unique Selling Proposition (USP).

Chili's SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Chili's Brand Analysis
Parent Company

Brinker International
Category

Restaurant
Sector

Food & Beverages
Tagline/ Slogan

More LIFE happens here
USP

Mexican style spicy food that people enjoy
Chili's STP
Segment

Restaurants and food chains
Target Group

Young and outgoing crowd from upper and middle class
Positioning

Fun and outgoing place for people looking for variety
SWOT Analysis of Chili's
Chili's Strengths

Below are the Strengths in the 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
Chili's Weaknesses

Here are the weaknesses in the Chili's SWOT Analysis:

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

Following are the Opportunities in Chili's SWOT Analysis:

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
Chili's Threats

The threats in the SWOT Analysis of Chili's are as mentioned:

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
Chili's Competitors

Below are the top 3 competitors of Chili's:

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


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.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Chili's. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2500 brands from over 20 industry sectors.

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