ࡱ>  bjbj . %%%% 1%@55555???????ApD??55?))) 55?)?));0k?50+%=$??0@+=@E(EHk?Ek?(vT)D?? @E : Competitive Analysis We have identified three competitors in our Fairfield market 1. Homestyle Buffet2.Quiznos 3. Marie Calendars We compared our competitors and Charlies in the following areas, using a scale of 1 to 5 with 5 being the highest rating possible. Areas ComparedCharlies HomestyleQuiznosMarie CalendarsQuality5345Convenience5443Price5453Value5544Selection5545Location4455Image5345Service5345Expertise5545Unique Products4554Unique Service4354Safety4444 We have identified three competitors in our Vallejo market 1. Sams Sandwiches2. Starbucks3. Quincys We compared our competitors and Charlies in the following areas, using a scale of 1 to 5 with 5 being the highest rating possible. Areas ComparedCharlies SamsStarbucksQuincysQuality5354Convenience5454Price5544Value5234Selection4235Location5444Image5255Service5354Expertise4154Unique Products4244Unique Service4344Safety4244 Reviewing the analysis of our competitors identifies areas where we enjoy a competitive advantage as well as areas within our competitors operations we will want to anticipate. Charlies Strengths The Charlies brand has a higher recognitionHigher perception of both food quality and serviceCustomers see their food being prepared allowing for both a greater sense of safety as well as personal interaction with sandwich makers.Charlies combination of fax ordering and web based ordering are superior to any processes our competitors have in place.Charlies unique products and perceived expertise set us apart.Charlies commitment to excellent customer service creates customer loyalty and repeat business Charlies Weaknesses We have lacked local marketing and advertising activity that would positively impact revenues and profitability. In our observations of the business, we are confident that we can improve the levels of customer service and guest satisfaction to create greater loyalty and stimulate repeat business Competitors Strengths Most of our competitors enjoy a price advantage, as Charlies is the most expensive product in this market.Most of our competitors are perceived as more child friendly.Our competitors have strong branded images and strong regional marketingIn these markets, our competitors have a wide selection of products  Competitors Weaknesses In the market, Sams is our most direct competitor and is on average 40 cents less expensive per sandwich while their portions are smaller. In the market, most of our competition represents a lower priced choice for their meal but are not as convenient, especially for take out.  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