Applebee’s SWOT Analysis, Competitors, STP & USP

Published by MBA Skool Team, Last Updated: April 29, 2020

SWOT analysis of Applebee’s analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Applebee’s SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Applebee’s to benchmark its business & performance as compared to the competitors and industry. Applebee’s is one of the leading brands in the food & beverages sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Applebee’s competitors and includes Applebee’s target market, segmentation, positioning & Unique Selling Proposition (USP).

Applebee’s SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Applebee’s Brand 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
Applebee’s Segmentation

Grill and Bar Segment

Applebee’s Target Market

Middle class, all age groups

Applebee’s Positioning

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

Applebee’s SWOT Analysis
Applebee’s Strengths

Below are the Strengths in the 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

Applebee’s Weaknesses

Here are the weaknesses in the Applebee’s SWOT Analysis:

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

Applebee’s Opportunities

Following are the Opportunities in Applebee’s SWOT Analysis:

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

Applebee’s Threats

The threats in the SWOT Analysis of Applebee’s are as mentioned:

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 top 3 Applebee’s competitors:

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

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Applebee’s. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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