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Chilis Swot Analysis Essay

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SWOT Analysis

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.

Company History 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 …show more content…

Their competitor, Ruby Tuesday, has franchised many of its stores, creating varied salaries, salary caps, and benefits, when going from a franchise to a corporate store, which can make it difficult to retain managers. When Chili’s is looking for hourly employees, it offers several opportunities to them. They can apply and interview online, receive benefits and have the opportunity to grow with the company. Their hourly employee turnover rate is also lower than the industry average.

Chili’s Weaknesses Even though the Chili’s brand is recognizable, it doesn’t appeal to the upper class. The casual dining concept, no matter how different, is still the same. They receive much of their food frozen, unlike Ruby Tuesday which receives all of their meat and produce fresh, making some items not the best of quality. During the busy times, servers are pressured to decrease their table turn time, the time from when a guest sits at the table until they leave and the table is ready for another guest, which can make it difficult to build a rapport with their guests, but at the same time they want their PPA (per person average) to be higher. Many of their restaurants are focused around the bar, which segregates some consumers that do not want to be in that environment. It also makes their seating area than some of their competitors.

Chili’s Opportunities There are several things Chili’s can do to remain

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