Checkers & Rally’s SWOT Analysis, Competitors & USP

Posted in Food & Beverages, Total Reads: 3567

SWOT Analysis of Checkers & Rally’s with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Checkers & Rally’s

Parent Company

Wellspring Capital Management




Food & Beverages

Tagline/ Slogan

You Gotta Eat


Shiny 1950s art deco-styled buildings and uniquely seasoned french fries. – made to order burgers

Checkers & Rally’s STP


Food and beverages for families , Adults with Kids

Target Group

People with a taste for southern American cuisine


nontraditional quick-service restaurant

Checkers & Rally’s SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (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


1. Weak Presence compared to competitors and no international presence

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


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


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 Competition


Below are the 3 main Checkers & Rally’s competitors :

1. Tampa Restaurant Chain inc

2. McDonalds Corporation

3. Wendy’s International Inc

The brandguide table above concludes the Checkers & Rally’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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