Auntie Anne’s SWOT Analysis, Competitors, STP & USP

Focus Brands

Restaurants

Food & Beverages

It's Just How We Roll; Pretzel Perfect

Hand Rolled Soft Pretzel

People who eat out for dinner  and breakfast

Moms with Kids , Tweens

Perfect Pretzels

Below are the Strengths in the SWOT Analysis of Auntie Anne’s:

1. World’s largest soft pretzel franchise

2. 1500 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

Here are the weaknesses in the Auntie Anne’s SWOT Analysis:

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

Following are the Opportunities in Auntie Anne’s SWOT Analysis:

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

The threats in the SWOT Analysis of Auntie Anne’s are as mentioned:

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

Below are the top 4 Auntie Anne’s competitors:

1. Mrs. Fields' Original Cookies, Inc
2. Wetzel's Pretzels LLC
3. Yogurt Ventures U.S.A., Inc.
4. Philly Pretzel Factory