Panda Express SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 5756

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

Panda Express

Parent Company

Panda Restaurant Group Inc.




Food and Beverages

Tagline/ Slogan



Quality meals made with fresh and premium ingredients served fast and hot



Food and beverage restaurant chains

Target Group

Youth and Adults from middle to upper income groups


A fine dining Chinese restaurant

SWOT Analysis


1.  It is the largest American Chinese restaurant chain in the United States
2. It has close to 1,700 plus restaurants located across all different states in the United States
3. Offers a variety of food along with combo meals
4.  Panda Express is among the US's 25 largest quick-service operations and Asian quick-serve category

5. The chain was one of the earliest entrants into the supermarket arena

6. Strategically located in mall food courts and other non-traditional venues including airports, college campuses, and theme parks

7. It has a successful track record of making Asian cuisine accessible to the masses

8. Strong following among Asian, Hispanic, and Caucasian diners

9. Leveraged lovable pandas in their name


1. Restricted to one cuisine thus restricting its customer base
2. Specialty ingredients used in Chinese food might be difficult to source and store

3. Restricted in a few geographies means lower brand recall


1. There is a large Chinese base in the US leading to huge customer base
2. Venturing into newer markets
3. Introducing more items on its menu


1. Managing huge employee base can be an issue
2. Stiff competition from multi cuisine restaurants
3. Presence of strong competitors in the Chinese restaurant segment



1. Pei Wei Asian Diner
2. Sarku Japan
3. P.F. Chang’s

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


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