Fatburger SWOT Analysis, USP & Competitors

Fatburger

Parent Company

Fog Cutter Capital Group

Category

Restaurant

Sector

Food & Beverages

Tagline/ Slogan

Distinctive seasonings and attitude since 1952

USP

Biggest, juiciest burgers served in the ambience of good music

Fatburger STP

Segment

Restaurants and food chains

Target Group

Youngsters & adults, middle to upper middle class, fast food , music lovers

Positioning

Freshest, biggest and juiciest burgers, cooked to order, being served for ages

Fatburger SWOT Analysis

Strengths

1. The promise of the biggest burger is not a false one
2. Good word of mouth advertising due to the fact that it has consistently received the critics vote for best burger
3. Promise of ‘real’ ingredients
4. Promise of distinctive seasonings

5. Presence across geographies including approx 30 countries

6. Established brand with a presence of many decades

Weaknesses

1. Very high calorific content in food not appreciated by health conscious people
2. Burger segment is extremely competitive hence low market share, and also low brand recall

Opportunities

1. Seasonal menus can be tried out in keeping with the burger/fast food theme
2. Leverage on Fat rewards offered to increase loyalty
3. Leverage ‘Fatwear’ as a brand to increase visibility

Threats

1. Change in mindset towards vegan/healthier food
2. Large competition in the burger themed restaurant space
3.Inceasing costs of raw materials can affect profits and business operations

Fatburger Competition

Competitors

1. In n Out
2. Freshness Burger
3. Whitecastle

4. Mc Donalds

5. Burger King