Friendly’s SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 900

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


Parent Company

Sun Capital Partners




Food & beverages

Tagline/ Slogan

Creating memories since 1935; Where ice cream makes the meal


Variety of ice-creams , made-to-order Friendly’s Big Beef Burgers to the signature SuperMelt Sandwiches, improved flavors and ingredients



Ice cream lovers

Target Group

Family friends , people of age group between 25-40


Burger & ice cream chain

SWOT Analysis


1. It has been established since1935

2. It has highly skilled workforce

3. Strong presence in the domestic markets in US

4. Wide distribution & sales networks.  Friendly's manufactures and sells packaged premium ice cream distributed in over 7,500 supermarkets (and other stores) nationwide

5. It serves a variety of ice creams & sundaes, including the cone head, a wizard with Reese's Pieces for eyes , desserts , floats

6. Over 10000+ people are employed


1. Low market share and margins due to intense competition

2. In 2011 it underwent through a bankruptcy followed by closing of stores, followed by rehiring of staff


1. Growing demand , income level is at a constant increase

2. New markets, new products and services

3. Expanding grocery store business


1. Increasing competitors

2. Rising cost of raw materials



1. Denny’s corporation

2. Carvel  corporation

3. Dinequity

The table above concludes the Friendly’s SWOT analysis along with its marketing and brand parameters.


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