Competitor analysis, ready meal delivery, Forkwise Meals, October 2026
Competitor analysis template with five rivals in one table and a positioning map
A competitor analysis has to show where a business stands against the rivals its customers actually compare it with, and which gaps it can take. This report for a meal prep business compares five rivals on price, range, delivery and reviews in one table, adds delivery terms and review themes, places all six on a positioning map and ends with five things to do.
The document, page by page
Every page as it renders and as it prints, with nothing summarised. Read the wording before you reuse it.
Section by section
What each section is for, so you can keep the ones you need and drop the rest.
- Title block
- Business, author, planning day and the dates prices were checked.
- 1. Why this analysis
- Subscriber numbers, slowing growth and why these five rivals, with four figures.
- 2. Five rivals in one table
- Price per meal, range, delivery days, reviews and pitch for six businesses.
- 3. Delivery and ordering terms
- Minimum, fee, cut off and packaging, and the weekly cost of ten meals.
- 4. What reviewers say
- Top praise and complaint for each, counted from 50 reviews.
- 5. Positioning map
- Price against range in four quadrants, with the empty corner.
- 6 and 7. Gaps, actions and monitoring
- Five actions, an advertising caution and a table of regular checks.
How to adapt this document
First, change the comparison columns to what your customers weigh: a gym would compare membership price, opening hours, class count and contract length, a plumber call out fee, response time and warranty. Second, choose the positioning map axes from those same columns, and pick split points close to the middle of the businesses you compare so every quadrant means something. Third, keep the review themes table even for a small market, because counting complaints across rivals finds gaps faster than reading their marketing.
Keeping comparisons fair
Every figure in this analysis is dated and measured the same way for every business, and it is labelled for internal planning. If any of it moves into public advertising, comparative claims have to be accurate, current and capable of substantiation under the advertising rules where you trade. The US Federal Trade Commission and the UK advertising code both permit truthful comparisons and both expect the evidence to exist before the claim is made.
What makes this document work
Every rival is measured the same way
Price is per meal on a ten meal order before discounts, range is distinct meals that week, reviews are rating and count on one profile on 2 October. The table compares like with like, which is the only way $9.50 against $12.40 means anything.
The fee changes the ranking
Section 3 adds delivery to the meal price: ten meals cost $127.00 at Forkwise, $95.00 at Platewright and $130.50 at Ninefold. A table of meal prices alone hides why four cancellations that named Platewright mentioned the fee.
The map shows an empty corner
Splitting price at $11.50 and range at 15 meals leaves the narrow range, lower price quadrant empty and puts Forkwise in the same corner as two pricier, higher rated specialists. That is a finding a list of rivals cannot show.
Questions people ask
How many competitors should a competitor analysis cover?
Usually three to six: the ones your customers actually compare you with, not every business in the category. Cancellation reasons, lost sales and customer interviews tell you who those are. Here the five rivals were chosen because customers named them when they cancelled. A longer list gets shallow quickly and nobody keeps it current.
Where can I find competitor information legally?
From anything public: websites, menus, prices, terms, public reviews and advertising, and from buying their product as a customer, which this report did once per rival. Do not misrepresent who you are to get information, use a former employee's confidential knowledge, or access anything behind a login you are not entitled to.
Can I use competitor names in my advertising?
Comparative advertising is lawful in many countries if it is truthful, compares like with like and can be substantiated, and if it does not mislead or denigrate. Rules differ by country, so check the advertising code that applies to you. Keep evidence of each claim, and recheck prices before every campaign because they change.
What is a positioning map?
A chart that places businesses on two dimensions customers care about, such as price and range or price and quality, so clusters and empty spaces are visible at a glance. Choose dimensions that drive buying decisions in your market, and state where you split them so the placement can be checked.
How is a competitor analysis different from a SWOT?
A competitor analysis looks outward at named rivals and compares specific facts such as prices, delivery terms and reviews. A SWOT looks at your own business in its setting and sorts strengths, weaknesses, opportunities and threats. A competitor analysis often feeds the threats and opportunities in a SWOT.
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