Whataburger SWOT Analysis, Competitors & USP

Whataburger

Parent Company

Whataburger Restaurants LP

Category

Fast food burger chain

Sector

Food & Beverages

Tagline/ Slogan

We build a bigger, better burger

USP

Range of burgers

Whataburger STP

Segment

American traditional burger enthusiasts

Target Group

Lower-middle income group in Southern United States

Positioning

Traditional Texas Burgers

Whataburger SWOT Analysis

Strengths

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

1. Distinctively named products; all start with “Whata”
2. Distinctive A-framed orange-and-white stripe-roofed buildings
3. 700+ locations in USA shows its popularity
4. Wide variety of burgers

5. Age-old brand; Around since 1950

6. Television advertisement campaigns; referenced in many TV shows

Weaknesses

1. Concentrated in Southern United States only
2. Nothing distinctive in taste of the burger

3. Limited market share and low revenues compared to global brands

Opportunities

1. Adapt menu to consumer preferences towards healthy food
2. Expansion into other regions in USA
3. Leverage social media for promotional offers

Threats

1. Perception of fast food as unhealthy
2. Highly competitive category
3. Rising operational costs associated with meat products

Whataburger Competition

Competitors

Below are the 3 main Whataburger competitors :

1. McDonald’s
2. Burger King
3. Wimpy’s