California Tortilla SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1219

SWOT Analysis of California Tortilla with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

California Tortilla

Parent Company

California Tortilla




Food and Beverages

Tagline/ Slogan

Fresh, fast, and fun


the Mexican Food Restaurant



People looking for fast food options

Target Group

Young , Urban , Working adults – looking for quick service, value for money and healthy food


“Fast casual” along with being  healthy and offering great value for money

SWOT Analysis


1. Best known for their fresh made-to-order offerings  & passionate customer engagement via social media and their newsletter, Taco Talk.

2. Restaurants are known for  their vibrant decor "spunky" atmosphere - decorated in bright, bold colors and patterns to give a modern and youthful look & feel

3. Focuses on regular and innovative promotional activities to stay in the news - Year-round promotions  include the "Monday Night Mystery Prize Burrito Wheel,"

4. Uniquely positioned brand within rapidly growing Fast-Casual segment

5. California Tortilla has been making considerable efforts to focus on healthy living


1. currently implement a very low cost marketing strategy since they have an extremely small advertising budget

2. Conformity among franchises has proven to be somewhat of a glitch for the company


1. More people are pressed for time due to hectic lifestyles -opportunity available in offering convenient options for those on the go.

2. provides consumers with a healthier option that the consumer can feel good about


1. As the marketplace becomes more competitive, operational costs rise and technology costs continue to plummet – need to focus on technology upgrades like competitors

2. Due to the small number of retail outlets that California Tortilla currently owns, brand awareness could potentially threaten success

3. California Tortilla’s major competition comes from Mexican restaurants with fast service and inexpensive prices.



1. Chipotle

2. Moe's

3. Mel's

The table above concludes the California Tortilla SWOT analysis along with its marketing and brand parameters.


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