Bennigan's SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1117

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


Parent Company

Atalaya Capital Management




Food and Beverages

Tagline/ Slogan

American Fare, Irish Hospitality


Chef driven food with Irish hospitality



Youngsters seeking Irish-pub theme based restaurants

Target Group

Youth from upper class


A high energy, casual dining restaurant to meet friends and kick back for a while

SWOT Analysis


1. Strong brand equity established over years
2. Offers a wide variety of American food and drinks
3. Flexible prototypes, legendary service and innovative food
4. Presence in over 40+ international locations, growing both domestically and internationally


1. High fat and high calorie content food, does not cater to health conscious segment
2. Financial crisis lead to many earlier stores being closed


1. Venture into new markets as the brand is being globally accepted

2. Expansion across geographies can boost business

3. More advertising and brand building can help reach out to newer customers


1. Multiple players catering to the same segment
2.Rapidly growing health conscious population
3. Unfavorable government conditions and rise in cost of raw materials



1. Applebee's
2. Houlihan's
3. T.G.I. Friday

4. Chipotle

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


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