Applebee’s SWOT Analysis
Here is a detailed SWOT analysis of Applebee’s covering strengths, weaknesses, opportunities and threats.
Applebee’s Strengths
- A wide location base of almost 2000 restaurants
- A comprehensive and reasonably priced menu
- Innovative R&D department e.g. ‘Tableside Tablet Initiative’
- Low capital investment through 99% franchised restaurant base
- Better management of advertising, brand management, R&D and strategy under the franchisee setup
Above are the strengths in the SWOT Analysis of Applebee’s. The strengths of Applebee’s looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.
Applebee’s Weaknesses
- Limited menu for vegetarians
- Little scope of micro-management
- Tough to monitor quality due to franchisee setup and limited geographic presence
These were the weaknesses in the Applebee’s SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.
Applebee’s Opportunities
- ‘Clubbing at Bee’s’ for 20s – 30s age group
- Rise in beverage demand with higher margins
- Movement towards low-calorie food items
Above we covered the opportunities in Applebee’s SWOT Analysis. The opportunities for any brand can include prospects of future growth.
Read more about Applebee’s
Applebee’s Threats
- Recent vegan movement in USA
- Family based casual diners reaction to Club Applebee’s (late night bar setup)
- Increased competition from local other casual dining chains and independent restaurants
The threats in the SWOT Analysis of Applebee’s are as mentioned above. The threats for any business can be external factors which can negatively impact its business.
Hence this concludes the Applebee’s SWOT analysis.
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About Applebee’s
The table below gives the brand overview along with its target market, segmentation, positioning & USP
| Applebee’s Overview | |
|---|---|
| Parent Company |
dineEquity Inc. |
| Category |
Restaurants: casual dining category |
| Sector | |
| Tagline/ Slogan |
See You Tomorrow |
| USP |
Half rate entrée place for office going people in the afternoon and the open the midnight place for game night, girls night, karaoke night, etc. popularly called as Club Applebee’s |
| Applebee’s STP | |
| Segmentation |
Grill and Bar Segment |
| Target Market |
Middle class, all age groups |
| Positioning |
Fun and family-friendly neighborhood restaurant with healthy under 550 calorie menu items |
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