The Competitiveness of Shake Shack in Chengdu under SWOT Analysis

Abstract

Recently, Shake Shack, a leading brand in the high-end overseas Western fast-food industry in China, opened its first store in southwest China in Chengdu, intending to enter and expand the market in southwest China. This paper mainly studies the first store of Shake Shack in Southwest China, which was established in Sino-Ocean Taikoo Li, Chengdu City, Sichuan Province, and explores the brand competitiveness of Shake Shack in Southwest China and the possibility of its future expansion. Based on SWOT theory, this paper analyzes the strengths, weaknesses, opportunities and threats of Shake Shack and its competitors in the same industry through literature analysis, case analysis, comparative analysis and data analysis. This paper finds that Shake Shack can quickly open up the channel with consumers, occupy the local high-end American simple meal market, and show other enterprises a new idea of "combining Chinese and Western" by relying on various resources provided by Chengdu, which shows its strong competitiveness. However, there are still some major obstacles to its expansion in the whole southwest market.