BreadTalk SWOT Analysis, Competitors & USP

Posted in Food & Beverages, Total Reads: 14021

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

BreadTalk Group Limited

Parent Company

BreadTalk Group Limited


Food and Beverage Operator


Food & Beverages

Tagline/ Slogan

Bread can communicate with you.


Brands that inspire customers to think differently

BreadTalk STP


Modern People (Premium)

Target Group

People who experience food; like customization and follow trends


Leading Asian F&B group.

BreadTalk SWOT Analysis


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

1. The group has a chain of approx 40 retail outlets island-wide in Singapore

2. Presence in Malaysia, Indonesia, Thailand, Philippines, Vietnam, Sri Lanka, Hong Kong, the People's Republic of China, Oman, Kuwait, Saudi Arabia, Jordan, Bahrain and India.

3. Sells a wide range of bread, cakes, buns and pastries.

4. Revolutionised the bakery business with the boutique bakery concept.

4. BreadTalk has more than 90 outlets in Indonesia and in total 700 owned and franchised bakery outlets, food courts, and restaurants.

5. Host of other brands like Dina Tai Fung, Food Republic, Toast Box, RamenPlay, The Icing Room, Carl’s Jr and J.Co. Donuts and Coffee.

6.  Global staff strength of 7,000 employees


1. Operates a no. of brands under one umbrella but the brand unification isn’t clearly visible.

2. A lot of big retail brands like Starbucks, Cheesefactory, still missing in its portfolio.

3. Incidents like SARS in and the global economic crisis in the last few years could seriously affect the business.

4. Low barriers to entry in the segment.


1. Operations restricted to Asia and Middle East. Increasing its operations into other countries.

2. Capturing market share in new areas with developed market.

3. Diversification into other retail brands in Garments, Fashion, footwear, etc.


1. Strong competition from other players like M.H. Alshaya.
2. Operations dependent on regulations and policies of different economies while operating in foreign countries.

3.  The entry of new competitors into the same F&B segments or into the immediate areas around the group’s retail outlets may affect its earnings.

BreadTalk Competition


Below are the 2 main BreadTalk competitors :

1. Four Leaves

2. M.H. Alshaya


The brandguide table above concludes the BreadTalk 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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