Auntie Anne’s SWOT Analysis

Published in Food & Beverages category by MBA Skool Team

Here is a detailed SWOT analysis of Auntie Anne’s covering strengths, weaknesses, opportunities and threats.

Auntie Anne’s Strengths

  1. World’s largest soft pretzel franchise
  2. 00 Stores present across almost all US states and 30+ countries.
  3. "The Perfect Guarantee," that guarantee you’ll love your pretzel or we’ll replace it with one that you do."
  4. Strong Brand Recall Value
  5. Concept of allowing people to see the process of baking the pretzels
  6. Model of new stores based on a typical home kitchen

Above are the strengths in the SWOT Analysis of Auntie Anne’s. The strengths of Auntie Anne’s looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Auntie Anne’s Weaknesses

  1. Niche Product Line caters to a specific segment of pretzel eaters
  2. Shopping mall traffic, dwindled since the Great Recession means limited market share growth

These were the weaknesses in the Auntie Anne’s SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Auntie Anne’s Opportunities

  1. Growth in “alternative locations,” at non-shopping mall locations
  2. Growth in newer markets – developing economies
  3. Product line expansion without compromising on signature pretzel
  4. Can leverage their beverage/coffee line to boost breakfast sales

Above we covered the opportunities in Auntie Anne’s SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Auntie Anne’s Threats

  1. Franchise outlets in different formats – declining consistency and quality – could adversely impact brand value
  2. QSR’s adding pretzel bread to menu – eg Wendy's & Dunkin' Donuts
  3. Intense competition from international players and rising costs of raw materials

The threats in the SWOT Analysis of Auntie Anne’s are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

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Hence this concludes the Auntie Anne’s SWOT analysis.

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About Auntie Anne’s

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Auntie Anne’s Overview
Parent Company

Focus Brands

Category

Restaurants

Sector

Food & Beverages

Tagline/ Slogan

It's Just How We Roll; Pretzel Perfect

USP

Hand Rolled Soft Pretzel

Auntie Anne’s STP
Segmentation

People who eat out for dinner  and breakfast

Target Market

Moms with Kids , Tweens

Positioning

Perfect Pretzels


This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Browse marketing analysis of more brands and companies similar to Auntie Anne’s. This section covers SWOT Analysis along with Segmentation, Target Market, Positioning & USP of more than 2000 brands from over 20 industry sectors.

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