Red Rooster SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 2848

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

Red Rooster

Parent Company

Kailis family


Fast Food Eating Joints


Fast Food

Tagline/ Slogan

It’s gotta be red


Healthy, fresh and quick



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

Target Group

Children and youth from middle and upper class


Best roasted chicken available in many variety

SWOT Analysis


1.It is the market leader in the Australian roast chicken market with 360 stores all across Australia

2.unique recipe of marinating chicken for more than 12hrs and use of Mediterranean herbs which its competitors have not been able to match till date

3. Innovation is a key strength of the company. It continuously adds new tastes and varieties to its menu.

4. The company has over 7500 employees in the firm


1.Has not expanded outside Australia as many other similar companies like KFC and hence has lost the first mover advantage in emerging markets like India, China

2. Intense competition means limited market share


1.The fast food market in emerging countries is growing; Red rooster has tremendous opportunity to grow into these emerging markets.
2. They can introduce home delivery and online ordering system to make it more customer friendly


1. Bird flu or similar intermittent treat of diseases caused by chicken or eating out causes a huge loss in business. Regaining customer confidence after one incident of Bird flu becomes a challenge.

2. With growing health consciousness there is a possibility that people reduce eating out and prefer healthier food. This can cause a reduction in their business.

3. Food Standards code is very strict in Australia and is increasing worldwide.




2. Chicken Treat

3. Chooks Fresh & Tasty

4. Henny Penny

5. Oporto


The table above concludes the Red Rooster SWOT analysis along with its marketing and brand parameters.


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