Taco Cabana SWOT Analysis, Competitors & USP

Posted in Food & Beverages, Total Reads: 1580

SWOT Analysis of Taco Cabana with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Taco Cabana

Parent Company

Fiesta Restaurant Group, Inc




Food & Beverages

Tagline/ Slogan

Mexico is closer than you think;, Fresh Tex-Mex in a bright pink wrapper


patio café concept

Taco Cabana STP


Food and beverages for Adults , Youth – College students

Target Group

People with strongly health oriented lifestyle choices


American fast casual restaurant chain specializing in Mexican cuisine

Taco Cabana SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Taco Cabana :

1. Presence in 160+ company-owned restaurants  - Affords high level of standardization and quality control

2. Convenience Proposition - Most Taco Cabana restaurants have a drive thru and many are open 24 hours a day

3. Taco Cabana introduced the Dozen Breakfast Tacos Box to the menu as a different approach for the brand to market their breakfast in a more convenient way

4. Focus on Customer Relationship Strategy - “Cabana Cares” program that was geared towards helping improve individual restaurant operations by acquiring guest surveys for each restaurant

5. Promotional Activities - “Welcome to the Great State of Cabana” passport loyalty program -  $3 Happy Hour and the Favorites Under $5 menu offerings


1. Limited Presence  on social media and lower geographic presence compared to competitors

2.Constraints on Expansion due to company owned model


1. Introduce home delivery and online ordering options
2. Increasing focus of customers towards healthy food

3. Expand geographically domestically as well as internationally

4. Improve online customer engagement programs through online social media


1. Competition from smaller unorganized players who have offerings at lower prices

2. Competition from Large franchise players who can afford lower prices due to economies of scale – higher reach
3. Macroeconomic fators – prices of food materials and labour costs rising and economic recession leading to lower customer spends on eating out

Taco Cabana Competition


Below are the 3 main Taco Cabana competitors :

1. Whataburger Restaurant

2. Taco Bell

3. Chipotle Mexican Grill

The brandguide table above concludes the Taco Cabana 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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