Checkers & Rally’s SWOT Analysis, Competitors & USP

Checkers & Rally’s SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Checkers & Rally’s, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Checkers & Rally’s to benchmark its business & performance as compared to the competitors, and make strategic improvements. Checkers & Rally’s is one of the leading brands in the food & beverages sector.

The article below lists the Checkers & Rally’s SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Checkers & Rally’s SWOT Analysis:

SWOT Analysis of Checkers & Rally’s

For Checkers & Rally’s, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Checkers & Rally’s Strengths

The strengths of Checkers & Rally’s looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Below are the Strengths in the SWOT Analysis of Checkers & Rally’s :

1. Checkers' high volume double drive-through windows and low overhead allowed it to dominate the burger market

2. Rally's was the double drive-through segment leader

3. Rally's/Checkers was among fast-food chains with strong sales nationwide

4. Three key differentiator points value, bold flavor and hours that are convenient to everyone

5. Popular for Rally's innovative menu, which includes items such as cheesesticks, funnel cakes, Philly cheesesteak sandwiches and chicken wings

Checkers & Rally’s Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the Checkers & Rally’s SWOT Analysis:

1. Weak Presence compared to competitors and no international presence

2. Limited brand visibility is also a concern for the brand

Checkers & Rally’s Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Following are the opportunities in Checkers & Rally’s SWOT Analysis:

1. Expand to emerging economies

2. Menu innovation to include diverse cultural cuisine – to gain a competitive edge over competitors like McDonalds who are already doing that

Checkers & Rally’s Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. The threats in the SWOT Analysis of Checkers & Rally’s are as mentioned:

1. Growing no. of standalone signature gourmet restaurants

2. Loss of market share to restaurants offering healthy food options

3. Increasing costs of operations and high raw material costs

Checkers & Rally’s Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 3 competitors of Checkers & Rally’s:

1. Tampa Restaurant Chain inc

2. McDonalds Corporation

3. Wendy’s International Inc

Hence this concludes the Checkers & Rally’s SWOT analysis.

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About Checkers & Rally’s

Checkers & Rally’s Overview
Parent Company	Wellspring Capital Management
Category	Restaurants
Sector	Food & Beverages
Tagline/ Slogan	You Gotta Eat
USP	Shiny 1950s art deco-styled buildings and uniquely seasoned french fries. – made to order burgers
Checkers & Rally’s STP
Segmentation	Food and beverages for families , Adults with Kids
Target Market	People with a taste for southern American cuisine
Positioning	nontraditional quick-service restaurant

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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