Baja Fresh SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 2251

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

Baja Fresh

Parent Company

Baja Fresh




Food and Beverages

Tagline/ Slogan

Eat well. Live fresh


Handmade, farm-fresh, nutritious food



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

SWOT Analysis


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



1. McDonalds
2. KFC
3. Big Boy

4. Subway

5. Domino’s Pizza

6. TacoBell


The table above concludes the Baja Fresh SWOT analysis along with its marketing and brand parameters.


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