Hardee’s SWOT Analysis, USP & Competitors

Hardee’s

Parent Company

CKE Restaurants

Category

Restaurant

Sector

Food & Beverages

Tagline/ Slogan

Eat like you mean it

USP

Hardees grilled pork chop biscuit , thick burger , variety of premium-priced Angus beef hamburgers

Hardee’s STP

Segment

People who have hearty appetite for burgers

Target Group

Medium & high income groups

Positioning

American fast-food restaurant chain

Hardee’s SWOT Analysis

Strengths

1. Has good range of healthy alternatives like low carbs , gluten sensitive

2. Good consumer engagement programs like tattoo free, winning tickets to American music awards

3. It has  close to 2000 locations across USA

4. Breakthrough advertising and high visibility sports sponsorships with professional sports teams in its major markets, including the NBA’s Indiana Pacers and the MLB’s St. Louis Cardinals.

5. Develops innovative new premium products, such as the Buffalo Chicken Sandwich and Boneless Buffalo Wings dipped in Franks

6. Strong backing of parent company

Weaknesses

1.Limited international presence as compared to global brands

2. Product differentiation is very little in the food business

Opportunities

1. Opening up new outlets in different geographies by 
having more tie ups with franchisees & opening company owned outlets 
2. Expansion of product portfolio

3.Develop better marketing expertise as compared to other brands

Threats

1. Growing competition from other international & local brands which means threats of declining market share 
2. Increasing operating cost (logistics, real estate ) which can decrease the profits

Hardee’s Competition

Competitors

1. McDonald’s

2. Wendy’s international

3. Burger King