Rumbi Island Grill SWOT Analysis, USP & Competitors

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SWOT Analysis of Rumbi Island Grill with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Rumbi Island Grill

Parent Company

Privately owned by Dave Duffin


Hawaiian theme fast casual



Tagline/ Slogan

Go Tribal. Eat Tropic


Hawaiian rice bowls



People interested in tropical cuisine

Target Group

Lower-middle income families in Utah and surrounding states


Authentic tropical dining experience

SWOT Analysis


1. Tropical themed ambience adds to customer experience

2. Dishes made from scratch everyday
3. Use fresh ingredients shows quality
4. Strong presence in state of Utah in the US

5. Highly involved with the community

6. Family friendly atmosphere


1. Only a few locations; concentrated in Utah
2. Weak online presence compared to other food joints
3. Limited offerings and low geographic presence means low revenues


1. Establish stronghold in Utah
2. Sponsor local events to improve brand recognition
3. Adjust menu to local tastes


1. No strong differentiating factor
2. Category is on decline
3. Large chain restaurants are offering identical dishes



1. Chilli’s
2. Sizzler
3. Winger’s Grill&Bar



The table above concludes the Rumbi Island Grill SWOT analysis along with its marketing and brand parameters.


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