America is again hungry for a good steak, and Sizzler is serving up more of them. The iconic family casual chain, revered for its steak, seafood and salad bar, is experiencing its strongest sales in four years and will soon open its first new restaurant in more than three years. It also is remodeling and reopening two closed locations, with another new unit due later this year.
Sizzling Platter, one of Sizzler USA’s largest and oldest franchisees, is opening a new restaurant in suburban Salt Lake City in June. The restaurant, which is being converted from an Irish pub, will be the franchisee’s first new Sizzler in four years. In May, Sizzler will return to Cathedral City, Calif. when it reopens a restaurant previously owned by a franchisee. Also in May, Sizzler franchisee BMW Management, Inc. will reopen a restaurant formerly owned by another franchisee in Oceanside, Calif. And later this year, Multi Systems Restaurants, Inc., also a current franchisee, will open another unit in Puerto Rico.
“Over the last few years, we have worked hard to improve every aspect of the Sizzler experience, and it is very rewarding to have guests respond so favorably,” said Chief Executive Kerry Kramp. “Our franchisees have worked just as hard, with many investing significant resources in their operations, despite the extremely challenging economic environment.”
Fresh Thinking
A renewed emphasis on fresh – not frozen – ingredients and value are fueling sales increases. In the coming weeks, a nationwide transition to hand-cut, fresh, U.S.D.A. Choice tri tip steaks, fresh burgers and fresh salmon and trout will be completed. Sizzler’s beloved Endless Salad, Soup, Hot Appetizer and Dessert Bar now features made-from-scratch soups, hand-tossed salads, fresh-cut fruits and vegetables, and breads and desserts baked in-house. Many offerings are approved by HealthyDiningFinder.com
“Along with dramatically improving the quality and freshness of our food, we have reworked our pricing to provide consumers with far greater value,” Kramp added. Sizzler is currently offering a complete, fresh-cut Tri Tip Steak, Malibu Chicken or Fried Shrimp with the 50+ item Salad Bar starting at $9.99 in participating locations.
Building for the Future
In the last 18 months, 14 locations have implemented a new cozy, Americana-themed setting, resulting in sales increases ranging from 15 to 80 percent. Seven more locations are committed to remodels.
Several tests and pilot programs are also underway, including Weigh to Go!, which allows carryout guests to peruse Sizzler’s Salad Bar and pay for their selections based on weight. Sizzler is the first family or casual dining chain to test self-serve ordering kiosks. And the new Sizzler food truck, stationed at Camp Pendleton, will soon hit Southern California roads.
For more than 50 years, Sizzler has served great steaks, seafood and salad – always at a great value. Sizzler owns or franchises more than 260 restaurants worldwide. Owned by Australia-based Pacific Equity Partners, Sizzler’s U.S. operations are based in suburban Los Angeles.