Howard Johnson's SWOT Analysis, Competitors & USP

Posted in Food & Beverages, Total Reads: 1018

SWOT Analysis of Howard Johnson's with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Howard Johnson's

Parent Company

Wyndham Worldwide




Food & Beverages

Tagline/ Slogan

Host of the Highways


A place that creates nostalgia

Howard Johnson's STP


People looking for quality food at a premium price

Target Group

People from the urban class


A high quality dining restaurant

Howard Johnson's SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Howard Johnson's :

1. High brand equity due to the diversified portfolio
2. Leveraging brand equity created by the hotels and resorts
3. High quality food products resulting in loyal customers
4. Different special items offered on different days
5. Linked with the same brand hotels and complements each other in revenue creation

6. Regarded highly for the breakfast menu offered with 1000+ restaurants


1. Changes in ownerships have affect brand image and caused concerns
2. Serving cheaper food diluted brand equity


1. Should look to expand to more restaurants by rebranding
2. Increase menu varieties and target a particular segment
3. Include nutrition and kids menu to expand the target segment


1. Highly fragmented industry
2. People moving away from fast food
3. Increase in price of raw materials

Howard Johnson's Competition


Below are the 3 main Howard Johnson's competitors :

1. McDonalds
2. KFC
3. Burger King

The brandguide table above concludes the Howard Johnson's 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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