Chili’s Bar and Grill
A SWOT analysis is a useful tool for understanding a company’s strengths, weaknesses, opportunities, and threats. In the decision making process, it helps to look at all the information. This SWOT is comparing Chili’s restaurant to two of its competitors, Ruby Tuesday’s and Applebee’s.
Chili’s restaurants are part of the company, Brinker International Corporation. Chili’s Bar & Grill is a casual dining restaurant that was founded in 1975 and has expanded to include 1,200 restaurants located domestically and internationally. There menu consists of fresh and healthy American dishes and limited amount of southwestern style Mexican dishes. In the last 30 years, Chili’s has created an identifiable, recognizable brand name, just think of the commercials.
Chili’s is the one of the largest full service restaurant chains with over 1,200 stores, second only to Applebee’s which has about 1,900 stores. Their competitor Ruby Tuesday has less than 900 stores with many of those franchises. Chili’s is part of Brinker Intl., which is world’s second largest casual dining restaurant operator, the first being Darden restaurants. This allows them to offer affordable prices, because they can negotiate product rates for all of their stores, unlike a smaller company. They have also expanded their company to include Chili’s Too, Small Town Chili’s, and offer catering services. They update their menu one to two times a year, unlike Ruby Tuesday’s which updates their menu every three to four months. Chili’s has a popular menu that keeps people coming back, so they tweak it a bit to keep up with trends, but keep their core items. At this time they serve the same menu in every store, which allows for consistency throughout the company. They have a very broad market with a recognizable brand name and they focus on customer satisfaction. The restaurant business...
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