Swot

The SWOT analysis is a strategic evaluation tool used to define Boston Pizza’s internal strengths and weaknesses, as well as external opportunities and threats.

STRENGTHS

The following strengths have helped Boston Pizza establish itself as a respected national franchise brand:

Largest casual dining player in Canada with over 300 locations across Canada.

Opened more than 100 new locations in three years.

Renovate every seven years results in increase of sales.

Strong brand positioning due to wide distribution channels.

Appeal to a wide target group with an average income.

Low food costs (pizza is 23-24 percent of food costs in comparison to ribs and other entrées).

First chain to be trans-fat free in all menu items.

Boston Pizza has six menu items with the Heart & Stoke Health Check™.

WEAKNESSES

The following outlines Boston Pizza’s internal weaknesses that may hinder the company’s operational activities:

Older franchisees are more resistant to change.

Boston Pizza must persuade those regarding renovations and innovative campaigns.

Difficulties in maintaining a unified brand image among all 300 franchisee locations.

Media budget is directly affected by percentage of sales from previous campaigns.

Lack of measurement on some promotional aspects.

Little focus has been put on promoting Heart & Stroke Health Check™ menu items.

Lack of “bench strength” due to a junior marketing team.

No formalized marketing review process can lead to internal miscommunication.

Expectation for the company to out-perform its previous milestones.

OPPORTUNITIES

There are numerous opportunities for Boston Pizza to expand its target market through effective advertising and promotions. The following opportunities can help Boston Pizza increase brand awareness and revenue:

Increase in the awareness of take-out delivery.

Fifty-seven percent of consumers would like to see more...