Houlihan’s SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 817

SWOT Analysis of Houlihan’s with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

Houlihan’s restaurants Inc.


Casual restaurant & Bar



Tagline/ Slogan

Feed your lifestyle at Houlihan’s


Delicious food and great music at one place



Music and food enthusiasts

Target Group

Middle income young professionals


Modern restaurant + Bar experience for the progressive consumer

SWOT Analysis


1. Extensive menu with multiple cuisines
2. High on entertainment value for customers
3. Associated with VH1 save the music foundation
4. Very strong online presence

5. Relevant online content to the target group

6. Wide variety of choices from the bar


1. Low-medium brand recognition
2. Inconsistency in service across franchises

3. Limited revenue and market share compared to bigger global restaurant chains


1. Extend happy hours to attract customers
2. Direct brand communication on mass media
3. Discounts and sales promotion to increase traffic


1. Limited size of target group
2. Maintaining consistent quality across franchises
3. Volatile tastes of target group



1. Hooter’s
2. Chilli’s
3. T.G.I Friday’s


The table above concludes the Houlihan’s SWOT analysis along with its marketing and brand parameters.


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