Freebirds SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 853

SWOT Analysis of Freebirds with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

Tavistock Group




Food and Beverages

Tagline/ Slogan

World Burrito


California-style Mission Burritos



People looking for a cafeteria-style customized Mexican meal

Target Group

Large audiences including families, children, seniors and business professionals


Freedom of choice for customers who can order custom-build food the way they want it

SWOT Analysis


1.Brand is present in about 80 locations throughout US

2.The brand is famous for serving fresh customized food

3.The philosophy of providing “Freedom of Choice” to customers

4.Brand image of being exciting, energetic, fun and cool

5.The variety of food and efficiency of service

6.Environmentally conscious operations using recycled paper products in all its locations

7.Free-spirited ambience with a rock soundtrack


1.Lower market share compared to competitors

2.Fast food considered as an unhealthy option considered by many


1. Strong opportunity to expand operations beyond North America

2.Advertising and marketing can help boost the brand image globally

3. Move towards healthier option in the menu


1.Highly fragmented category

2.Lack of differentiation compared to competitors

3.People moving away from fast food



1.Baja Fresh

2.Café Rio


4.Del Taco

5.El Pollo Loco

The table above concludes the Freebirds SWOT analysis along with its marketing and brand parameters.


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