Max & Erma's SWOT Analysis, Competitors & USP

Max & Erma's

Parent Company

American Blue Ribbon Holdings

Category

Restaurants

Sector

Food & Beverages

Tagline/ Slogan

Eat, Drink, Whatever!

USP

Provides a versatile menu for eating as well as drinking

Max & Erma's STP

Segment

People looking to spend time having food and drinks

Target Group

Middle class and upper class people in urban areas

Positioning

A casual dining restaurant that offers drinks

Max & Erma's SWOT Analysis

Strengths

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

1. Inclusion of drinks along with the regular dining options
2. Presence of a separate menu for kids
3. Availability of an ‘EClub’ informing customers about different offers
4. Innovative menu options like ‘Party Platters’ and “Neighbourhood favourites

5. Inclusion of nutrition calculator along with the menu
6. An ambience and menu that supports organization of parties

Weaknesses

1. Intense competition means limited market share
2. Lack of extensive advertising and marketing
3. Very few number of outlets

Opportunities

1. Expand the number of outlets
2. Inclusion of more variety in the drinks menu
3. Inclusion of more light food in the menu to complement drinks

Threats

1. Family entertainment centers offering different experience
2. Competing with industry heavyweights
3. Many similar players in the industry

Max & Erma's Competition

Competitors

Below are the 3 main Max & Erma's competitors :

1. Applebee’s
2. Chili’s
3. T.G.I