It is necessary to do a competitor analysis. Not least because you may use their data to define your goals, marketing plans, tactics, new product lines, pricing, and more. Use competitor analysis to:
- Identify the strength and weaknesses of your restaurant competitors.
- Search for opportunities to distinguish your restaurant from competitors.
- Set your product’s price.
On the market, you will almost certainly discover some extremely powerful competitors, some of whom will be offering things similar to yours at unbelievably low costs. However, not every competitor works with low-cost, low-quality services.
The first step is to determine who your direct and indirect rivals are.
The direct competitors consist of other restaurant businesses that offer essentially the same products to the same people as you do.
Indirect competitors are more difficult to detect. They can sell a variety of cuisines or follow a different service model. However, because they serve the same target market, these businesses are competitors.
While indirect competitors may not serve the same meals, they compete for the same hungry customers. Restaurants, supermarkets, and customers preparing meals at home are all included.
Once you’ve identified the competitors, concentrate on the direct, head-to-head competitors, since they are the most threatening to your restaurant business — but keep an eye on the indirect competitors as well, just in case.
You will be able to position yourself competitively in the market if you perform proper competitors research. Perform a SWOT Analysis to learn your competitors’ strengths, weaknesses, and competitive advantages in the following areas:
- Prices – Are they cheaper or more costly than you and other restaurants, what value do buyers get for that price, and does shipping significantly raise the price?
- Quality – The quality services and products they provide, the perceived worth in the eyes of the customers
- Customer service – How they respond to their consumers, whether they treat them poorly or well, and the degrees of satisfaction customers show
- Reputation — The sum of everything mentioned above: their credibility, how loved the brand is, and the loyalty of their customers
The final section of your competitive analysis should include a list of your areas of competitive advantage. for example: Are you going to offer premium services and products? Will you offer unique services and products that your competitors don’t offer? Will you offer better pricing or will you offer greater customer support?
Consider how you will outperform your competitors and include them in this portion of your restaurant business plan.