Who could forget Sizzler’s endless salad bars and sizzling steaks? Once a staple in towns across America, the chain may have slowed down — but it’s far from finished. With remodeled locations and a renewed focus on its roots, Sizzler is ready to win diners back.
Since opening in 1958, Sizzler expanded to over 700 locations across the U.S. Today, just 74 remain. Despite two bankruptcies, in 1996 and 2000, the chain has continued to adapt.
At the heart of Sizzler’s revival is a plan to modernize its restaurants while staying true to what made the brand so beloved. Robert Clark, Sizzler’s Chief Growth Officer, has been with the company for 41 years and has seen previous revitalization attempts come and go.
“Our current leadership is much more focused on hey, let’s take the best of Sizzler and let’s make it even better,” Clark told QSR.
The chain has already seen impressive results from its remodeling efforts. Some updated locations have reported sales increases of around 47%, signaling that diners are responding positively to the refreshed look.
“We feel like we have a really great brand here,” Clark told QSR. “And our results have been very solid. We constantly pup up in pop culture. I think what we’re trying to do with the remodel is really stay relevant and have facilities and assets that meet our reputation.”
He added, “We understand that remodeling is probably the single biggest driver of guests in the restaurant. It’s the most important thing I think we could do aside from a lot of other operational things we’re doing as well.”
Renovations alone aren’t enough. The chain is also focusing on the classics that fans know and love — steaks, salad bars and a family-friendly atmosphere.
“Everything we did was trying to dig into what made Sizzler so great in the first place,” Sizzler VP of Marketing Sasha Shennikov told QSR.
“Why we have some restaurants that have stood the test of time through different rebirths; why people keep coming back.”
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