Auntie Anne’s SWOT Analysis
Here is a detailed SWOT analysis of Auntie Anne’s covering strengths, weaknesses, opportunities and threats.
Auntie Anne’s Strengths
- World’s largest soft pretzel franchise
- 00 Stores present across almost all US states and 30+ countries.
- "The Perfect Guarantee," that guarantee you’ll love your pretzel or we’ll replace it with one that you do."
- Strong Brand Recall Value
- Concept of allowing people to see the process of baking the pretzels
- Model of new stores based on a typical home kitchen
Above are the strengths in the SWOT Analysis of Auntie Anne’s. The strengths of Auntie Anne’s looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.
Auntie Anne’s Weaknesses
- Niche Product Line caters to a specific segment of pretzel eaters
- Shopping mall traffic, dwindled since the Great Recession means limited market share growth
These were the weaknesses in the Auntie Anne’s SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.
Auntie Anne’s Opportunities
- Growth in “alternative locations,” at non-shopping mall locations
- Growth in newer markets – developing economies
- Product line expansion without compromising on signature pretzel
- Can leverage their beverage/coffee line to boost breakfast sales
Above we covered the opportunities in Auntie Anne’s SWOT Analysis. The opportunities for any brand can include prospects of future growth.
Auntie Anne’s Threats
- Franchise outlets in different formats – declining consistency and quality – could adversely impact brand value
- QSR’s adding pretzel bread to menu – eg Wendy's & Dunkin' Donuts
- Intense competition from international players and rising costs of raw materials
The threats in the SWOT Analysis of Auntie Anne’s are as mentioned above. The threats for any business can be external factors which can negatively impact its business.
Hence this concludes the Auntie Anne’s SWOT analysis.
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About Auntie Anne’s
The table below gives the brand overview along with its target market, segmentation, positioning & USP
| Auntie Anne’s Overview | |
|---|---|
| Parent Company |
Focus Brands |
| Category |
Restaurants |
| Sector | |
| Tagline/ Slogan |
It's Just How We Roll; Pretzel Perfect |
| USP |
Hand Rolled Soft Pretzel |
| Auntie Anne’s STP | |
| Segmentation |
People who eat out for dinner and breakfast |
| Target Market |
Moms with Kids , Tweens |
| Positioning |
Perfect Pretzels |
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