Chili's SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Brinker International

Restaurant

Food & Beverages

More LIFE happens here

Mexican style spicy food that people enjoy

Restaurants and food chains

Young and outgoing crowd from upper and middle class

Fun and outgoing place for people looking for variety

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

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

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

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

Below are the top 3 Chili's competitors:

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