Baja Fresh SWOT Analysis, Competitors & USP

Posted in Food & Beverages, Total Reads: 2918

SWOT Analysis of Baja Fresh with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Baja Fresh

Parent Company

Baja Fresh




Food & Beverages

Tagline/ Slogan

Eat well. Live fresh


Handmade, farm-fresh, nutritious food

Baja Fresh STP


People willing to have a hygienic and delicious non-conventional meal at a restaurant

Target Group

Children and youth from middle and upper class


Healthier, fresh alternative, Mexican food

Baja Fresh SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Baja Fresh :

1. Fresh food on menu on to attract nutrition conscious customers
2. Parent company Wendy’s, has a strong presence and well established brand in the fast food market.

3. Online food menu with complete details of the menu items and nutritional content

4. Party pack catering, gift cards and Baja club

5. The brand has over 250 restaurant outlets across the country


1. Limited to primarily USA. Intense competition means less market share
2. Product and service differentiation is low hence brand swithcing can affect customer loss


1. Expansion to international territories
2. Create more awareness about Mexican full range food in the US through association with various events

3. Expand the menu with more popular items


1. People still prefer taste of junk food
2. Threat from new entrants and competitors

3. Economic recession can cause issues in business operations

Baja Fresh Competition


Below are the 6 main Baja Fresh competitors :

1. McDonalds
2. KFC
3. Big Boy

4. Subway

5. Domino’s Pizza

6. TacoBell


The brandguide table above concludes the Baja Fresh 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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