Chicken Express SWOT Analysis, Competitors & USP

Posted in Food & Beverages, Total Reads: 1303

SWOT Analysis of Chicken Express with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Chicken Express

Parent Company

Stuart Group Inc.




Food & Beverages

Tagline/ Slogan

our chicken can’t fly, so we deliver


Legendary express tenders & sweet tea


People who love to eat chicken

Target Group

All age groups


Provides  fast, friendly service of the best quality food that the whole family can enjoy

Chicken Express SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Chicken Express :

1. Good food , ambience  and presence at over 200 locations

2. Brand recall value is high in US

3. Chicken Express gift card

4. All the “fresh” (not frozen) chicken products are precisely marinated; dipped in a secret batter mix and cooked to perfection.

5. The chain is also known for their iced tea, which they sell by the gallon

6. High price value equation, so people of all segments can afford.


1. Only present in US with no global presence

2. Intense competition means limited market share


1. Making the chicken better and more dishes

2. Growing incomes, busier lifestyle. Hence more & more customers prefer dining out. Hence there is an opportunity to expand domestically into more areas.

3. Global expansion


1. New entrants are using low pricing which is more attractive these days owing to economic crisis , high credit levels in US

2. Increase infrastructure cost

Chicken Express Competition


Below are the 2 main Chicken Express competitors :

1. Zaxbys

2. Chicken-Fila

The brandguide table above concludes the Chicken Express 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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