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Chili's SWOT Analysis

Published by MBA Skool Team in Food & Beverages category Last Updated: April 25, 2023Read time:

Here is a detailed SWOT analysis of Chili's covering strengths, weaknesses, opportunities and threats.

Chili's Strengths

  1. Wide range to offer, in addition to their regular menu, they offer a nutritional menu, allergen menu, and vegetarian menu
  2. Catchy advertising jingles, one of them ranked first on the list of "10 songs most likely to get stuck in your head"
  3. Strong presence of more than 1,600+ outlets in 30+ countries
  4. Huge customer base, every year, Chili's serves roughly 250+ million customers
  5. Convenient location of outlets, usually near shopping malls, movie theatres and other popular attractions
  6. Startedcreate your own chili pepper campaign that sponsors St. Jude's children hospital
  7. Serves big portions, can accommodate large groups of people, has party planners and offers gift cards

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

Chili's Weaknesses

  1. Limited distinguishing factor as its very similar to its competitors in the same category
  2. Maintaining standards across all its outlets proves difficult

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

Chili's Opportunities

  1. Low-carb and dietary options for the health conscious segment
  2. Venture into new markets as the brand is being globally accepted
  3. Attend to people looking for quick and cheap bites after a trip to the movies or malls

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

Chili's Threats

  1. Competitors' frozen food line and retail products are available in the local market
  2. Multiple players catering to the same segment
  3. Rapidly growing health conscious population

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

Hence this concludes the Chili's SWOT analysis.

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About Chili's

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

Chili's Overview
Parent Company

Brinker International




Food & Beverages

Tagline/ Slogan

More LIFE happens here


Mexican style spicy food that people enjoy

Chili's STP

Restaurants and food chains

Target Market

Young and outgoing crowd from upper and middle class


Fun and outgoing place for people looking for variety

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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