Chili’s Bar Essay Example for Free

cayennes leave off EssayIn the decision qualification process, it helps to look at completely the information. This SWOT is comparing chilli peppers eating house to two of its competitors, flushed Tuesdays and Applebees. Company History Chilis restaurants be component part of the company, Brinker International Corporation. Chilis Bar Grill is a casual dine 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 last 30 years, Chilis has created an identifiable, perceptible make name, just think of the commercials. Chilis Strengths Chilis is the one of the largest expert service restaurant chains with over 1,200 stores, second only to Applebees which has about 1,900 stores. Their competitor Ruby Tuesday has less than 900 stores with many of those franchises. Chilis is part of Brink er Intl. , which is worlds second largest casual dining restaurant operator, the first being Darden restaurants.This allows them to offer affordable prices, because they can negotiate product rates for all of their stores, unlike a smaller company. They have also expanded their company to include Chilis Too, Small Town Chilis, and offer catering services. They update their menu one to two generation a year, unlike Ruby Tuesdays which updates their menu e rattling three to four months. Chilis has a popular menu that animations people coming back, so they tweak it a bit to keep up with trends, but keep their core items. At this time they serve the same menu in e really store, which allows for consistency throughout the company.They have a very broad market with a recognizable brand name and they focus on customer satisfaction. The restaurant business can be very free-enterprise(a), but they have unusually high management retention and that may be in part to extremely competitive st arting salaries and excellent benefit packages. Their competitor, Ruby Tuesday, has franchised many of its stores, creating varied salaries, salary caps, and benefits, when discharge from a franchise to a corporate store, which can make it tricky to retain managers.When Chilis is looking for hourly employees, it offers several opportunities to them. They can apply and interview online, receive benefits and have the opportunity to work with the company. Their hourly employee turnover 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 casual dining concept, no event how distinguishable, is still the same. They receive much of their food frozen, unlike Ruby Tuesday which receives all of their meat and produce fresh, making approximately 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 t he 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(prenominal). 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. Chilis OpportunitiesThere are several things Chilis can do to remain competitive in the casual dining industry. They can traverse 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 carry expansion at a quick rate with the backing of their parent company, Brinker Intl. They are launching a program to try international cuisines at some of their foreign locations.If con sumers react positively this could be a great growth opportunity, if it is not taken to, it could be a threat 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 apparel and glassware. Chilis Threats The largest threat to the Chilis brand is the competition 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 need to keep up with current trends and eating habits, because they change often, to stand 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 retain 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.