Fresh Choice SWOT Analysis, Competitors & USP

Posted in Food & Beverages, Total Reads: 1007

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

Fresh Choice

Parent Company

Fresh Choice




Food & Beverages

Tagline/ Slogan

A tradition of fine baking


Providing a healthier alternative to fast food restaurants

Fresh Choice STP


People looking to move away from fast food and go for nutritious food

Target Group

Middle aged people from middle and upper class


Providing nutritious food in a buffet-style manner

Fresh Choice SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Fresh Choice :

1. Alternative to the highly fragmented fast food market
2. Target segment is completely different
3. Very few players in the market
4. Usage of energy-efficient equipment
5. Involved in extensive marketing by sponsoring events such as ‘Earth Day’
6. Obtained raw materials from local farmers and started to grow many of its own vegetables later on


1. Low number of restaurants
2. Restaurants closed down due to bankruptcy diluting the brand equity


1. Expanding the menu list in terms of variety offered
2. Addition of menu to attract kids and in turn bring families
3. Increasing the number of outlets


1. People preferring fast food
2. Cannibalization of its existing restaurants
3. Competitors having a high market share

Fresh Choice Competition


Below are the 6 main Fresh Choice competitors :

1. Sweet Tomatoes
2. Bertucci’s
3. General Mills
4. Hometown Buffet
5. Sizzler
6. Soup and Salad

The brandguide table above concludes the Fresh Choice SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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