Abstract:

This study aims to conduct a detailed SWOT analysis of the Italian SCG Restaurant located in Cracow, Poland. As a reputable establishment offering authentic Italian cuisine, SCG operates in a competitive environment shaped by Cracow’s rich cultural diversity and evolving gastronomic landscape. The research identifies and evaluates the restaurant’s internal strengths, such as its distinguished brand image, dedication to authentic dishes, and strategic positioning in Cracow’s prominent tourist district. Additionally, the analysis addresses internal weaknesses, including challenges related to cost management, workforce efficiency, and maintaining culinary innovation while preserving traditional offerings. The external environment is assessed to explore opportunities for growth, highlighting trends such as the increasing demand for genuine culinary experiences, the potential for digital marketing and delivery services, and collaborations with local events and tourism initiatives. However, the analysis also identifies significant threats, including heightened competition from new entrants, economic uncertainties affecting consumer spending, and shifting preferences towards more diverse or health-conscious cuisine. This study provides key insights into leveraging the restaurant's strengths while addressing weaknesses, capitalizing on opportunities, and mitigating threats. Strategic recommendations are presented to enhance the restaurant’s competitive position, improve operational efficiency, and ensure long-term growth in Cracow’s dynamic market.