Pick Up Stix SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 831

SWOT Analysis of Pick Up Stix with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Pick Up Stix

Parent Company

Lorne Goldberg's Mandarin Holdings




Food and Beverage

Tagline/ Slogan

Fresh Asian Flavours


Freshest Asian food experience/open style kitchen/made to order food



Food and beverage restaurant chains

Target Group

California only, youngsters, middle class to upper middle class


Fresh and fast Chinese cuisine

SWOT Analysis


1. Strong, rich heritage of many years
2. More than 70+ restaurants

3. Online ordering as well as catering option

4. Concept of gift cards to induce loyalty

5. Innovative menu and best takeout restaurants

6. Adapting Chinese flavours to suit the American palate


1. Some restaurants were shut down causing the brand to take a hit
2. Restrictive menu as it will cater to a specialized TG
3. Lack of knowledge of the cuisine might be a deterrent for trial


1. High Chinese/Asian population in their target area
2. Growing awareness and fondness for untraditional cuisine etc
3. Opportunity for further expansion into other locations in the US/ other geographies

4. They have been voted the best take out restaurant and can leverage this quality


1. Multiple players catering to the same segment
2. A growing fast food liking especially amongst the youth
3. Increasing shift to vegetarian/vegan food



1. Panda Express
2. Sarku
3. P F Chang’s

The table above concludes the Pick Up Stix SWOT analysis along with its marketing and brand parameters.


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