Chili’s Bar Essay

In the decision making process, it helps to assure at all the information. This SWOT is comparability chillis restaurant to two of its antagonists, Ruby Tuesdays and Applebees. Company History chillis restaurants argon part of the company, Brinker International Corporation. Chilis 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 rock-loving American dishes and limited amount of southwestern style Mexican dishes. In the last 30 years, Chilis has created an identifiable, recognizable brand name, just cipher of the commercials. Chilis Strengths Chilis is the one of the largest full 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 Brinker Intl. , which is worlds second largest casual dinin g restaurant operator, the first being Darden restaurants.This allows them to assign affordable prices, because they can negotiate product rates for all of their stores, unlike a smaller company. They draw in any case expanded their company to include Chilis Too, Small Town Chilis, and offer catering 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 keeps people coming back, so they tweak it a sting to keep up with trends, but 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 broad 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 starting salaries and glorious benefit packages. Their competitor, Ru by 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 deem it difficult to retain managers.When Chilis is looking for hourly employees, it offers several(prenominal) 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. Chilis Weaknesses Even though the Chilis brand is recognizable, it doesnt 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 non the best of quality.During the mobile times, servers argon 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, whi ch 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 about 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 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 backing of their parent company, Brinker Intl. They are launching a program to try international cuisines at some of their foreign locations.If consumers react positively this could be a great growth opportunity, if it is not take n 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 variety 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 retain their employees longer. They need to look at a few things like following eat ing trends and standing out from the competition a bit more, but they are a extremely competitive company that keeps people coming back.