Rax SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 576

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


Parent Company

From Rax to Rich's




Food and Beverages

Tagline/ Slogan

I'd Rather Rax, Wouldn't You?


It specializes in roast beef sandwiches



Age, Income, Lifestyle

Target Group

Kids and adults from middle income group


A casual fast food chain for catching up with friends

SWOT Analysis


1. Mascot, Uncle Alligator, is dominant in all kid's meals and toys, always involving some sport or activity
2. It's known for its varied menu and not just a hamburger joint
3. It offers an extensive salad bar to cater to the health conscious segment

4. Its products beef sandwiches have been popular with customers


1. Many locations have closed in the last decade, and the chain has been reduced to a few stores
2. It has extensively scaled down their operations since their peak in the 1980s
3. Limited to the U.S.


1. Venture into new markets and countries
2. New food items on its menu


1. Change in mindset towards vegetarian and healthier food
2. Limiting its target audience



1. Potbelly
2. Charley's
3. Panera Bread

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


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