Chili’s Bar Essay

In the decision making process, it helps to look at solely the information. This SWOT is comparing chilis restaurant to two of its competitors, ruby Tuesdays and Applebees. Company History cayennes restaurants atomic number 18 bit of the company, Brinker International Corporation. cayenne peppers Bar & Grill is a perfunctory dining restaurant that was founded in 1975 and has explodeed to embroil 1,200 restaurants located domestically and globally.There menu consists of fresh and healthy American dishes and limited fare of southwestern style Mexican dishes. In the last 30 years, chili peppers has created an identifiable, recognizable brand name, scantily think of the commercials. Chilis Strengths Chilis is the one of the largest full service restaurant handcuffs with over 1,200 stores, second only to Applebees which has about 1,900 stores. Their competitor scarlet Tuesday has less than 900 stores with many of those franchises. Chilis is part of Brinker Intl. , which is worlds second largest daily dining restaurant operator, the first beingness Darden restaurants.This captures them to passing affordable prices, because they can negotiate product appraises for all of their stores, dissimilar a smaller company. They turn over also expanded their company to include Chilis Too, Small Town Chilis, and offer cater services. They update their menu one to two times a year, unlike Ruby Tuesdays which updates their menu every three to four months. Chilis has a popular menu that relieves people coming back, so they tweak it a bit to keep up with trends, still 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 all-embracing market with a recognizable brand name and they focus on customer satisfaction. The restaurant business can be very competitive, but they have unusually high management retention and that may be in part to extremely competitive starti ng salaries and excellent put on packages. Their competitor, Ruby Tuesday, has franchised many of its stores, cr eating varied salaries, salary caps, and benefits, when going from a franchise to a corporate store, which can make it difficult to retain managers.When Chilis is looking for hourly employees, it offers several opportunities to them. They can apply and hearing online, receive benefits and have the opportunity to grow with the company. Their hourly employee vacateover rate is also lower than the industry average. Chilis Weaknesses Even though the Chilis brand is recognizable, it doesnt appeal to the upper class. The episodic 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 virtually items not the best of quality.During the busy times, servers are pressured to decrease their carry over turn time, the time from when a guest sits at the tab le 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 someone 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 battleground than some of their competitors. Chilis OpportunitiesThere are several things Chilis can do to remain competitive in the casual dining industry. They can continue to expand internationally, beyond the 20 countries they are already in. Their competitors have yet to exceed that with Ruby Tuesdays being in about twelve countries and Applebees is in almost twenty. They have a very well known brand which will allow them to continue expansion at a rapid rate with the financing of their parent company, Brinker Intl. They are launching a program to try international cuisines at some of their foreign locations.If consume rs react positively this could be a great growth opportunity, if it is not taken to, it could be a terror to their international stores if they continue it. They can enlarge their restaurants or configure different models, based on the demographics of the area, to include more seating for guests and not just the bar area. They can continue to expand their brand recognition frock and glassware. Chilis Threats The largest threat to the Chilis brand is the rivalry of casual dining restaurants, which are easy to duplicate. Applebees and Ruby Tuesdays both had higher 1-year sales growths, with 10% and 17. %, respectively, compared to Chilis at 6. 1%.Chilis saturated some U. S. markets and has no where else to expand in those areas. They conduct to keep up with current trends and eating habits, because they motley often, to stay current with the market. Summary Chilis has managed to saturate the US and foreign markets better than its competitors. Their sales are higher and they retai n their employees longer. They need to look at a few things like following eating trends and standing out from the competition a bit more, but they are a highly competitive company that keeps people coming back.