1. Executive Summary
Analyzing Bojangles’ internal strengths and weaknesses, along with the company’s
external opportunities and threats, mark a turn in our Marketing Plan. We start the transition
from where Bojangles’ is presently and how it got there, to an assessment of those conditions
from within and without, competitive forces, and building to attain goals and objectives while
utilizing the team’s strategic and tactical ideas.
Bojangles’ has established strengths that truly entitle it to be called the regional chicken
QSR “that could”. Bojangles’ sales could continue to thrive during the recent great recession due
to its value proposition. Bojangles’ could exceed in unit and sales per unit growth numbers over
the last four years. Bojangles’ tripling down focus when it comes to menu offerings means that it
could establish an early meal foundation that sustains its sales – and it does.
While its Southeastern locus has allowed big fish in small pond recognition, loyalty, and
financial exploits, Bojangles’ at some point runs the risk of competing against itself for a limited
customer base, a form of cannibalization. This is a weakness of scale limitation. Despite a slowly
growing menu compliment, Bojangles’ is perceived as behind the curve, healthy options wise.
Expansion outside of its Carolina base is a Bojangles’ opportunity, as is the embracement
of more digital forms of outreach. As the move to peripheral states proceeds, so does the
challenge of meal, or time of day identification not so exclusively tied to breakfast.
KFC, Popeye’s, and Church’s Chicken are the acute competition to be viewed as threats
to Bojangles’ within the QSR chicken industry. Just outside that circle is the quick casual
restaurant segment, a hybrid between quick service and true casual dining. The external threats to

2. Bojangles’ therefore, emanate from multiple fronts – and are not only chicken and biscuit driven,
but also healthier soup, flatbread, and by how much the customer spends per visit.