Applebee’s SWOT Analysis, Competitors & USP

Posted in Food & Beverages, Total Reads: 9421

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


Parent Company

dineEquity Inc.


Restaurants: casual dining category


Food & Beverages

Tagline/ Slogan

See You Tomorrow


Half rate entrée place for office going people in the afternoon and the open the midnight place for game night, girls night, karaoke night, etc. popularly called as Club Applebee’s

Applebee’s STP


Grill and Bar Segment

Target Group

Middle class, all age groups


Fun and family-friendly neighborhood restaurant with healthy under 550 calorie menu items

Applebee’s SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Applebee’s :

1. A wide location base of almost 2000 restaurants
2. A comprehensive and reasonably priced menu
3. Innovative R&D department e.g. ‘Tableside Tablet Initiative’
4. Low capital investment through 99% franchised restaurant base

5. Better management of advertising, brand management, R&D and strategy under the franchisee setup


1. Limited menu for vegetarians
2. Little scope of micro-management
3. Tough to monitor quality due to franchisee setup and limited geographic presence


1. ‘Clubbing at Bee’s’ for 20s – 30s age group
2. Rise in beverage demand with higher margins
3. Movement towards low-calorie food items


1. Recent vegan movement in USA
2. Family based casual diners reaction to Club Applebee’s (late night bar setup)
3. Increased competition from local other casual dining chains and independent restaurants

Applebee’s Competition


Below are the 3 main Applebee’s competitors :

1. T.G.I. Fridays
2. Chili’s and Buffalo Wild Wings
3. Ruby Tuesday

The brandguide table above concludes the Applebee’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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