There was a time in America when a big night out for a nice steak dinner meant a trip to Sizzler’s.
But it seems that era is long gone now, with the once-popular chain having seen its numbers dwindle in recent years. Sizzler was founded in 1958 and once had more than 700 stores nationwide. Now there are only 74.
The road from 770+ to 74 was not an easy one. Along the way, the company went through two bankruptcies—the first in 1996 and the second in 2000—but Sizzler somehow survived.
Now there’s a comeback plan.
Danny Klein of QSR Magazine I recently discussed the chain’s rebirth plans with Sizzler Chief Growth Officer Robert Clark. Clark has been with Sizzler for 41 years and previous plans to revitalize the chain failed.
“Our current leadership is more focused on, hey, let’s take the best of Sizzler and make it better,” Clark told QSR.
So, what’s the plan to make Sizzler a big player in the steak game again?
Well, according to QSR, the chain is focused on revamping its stores and is seeing positive results from it. Sales at the renovated location increased by approximately 47%. The chain hopes to continue making updates.
“We feel like we have a really great brand here,” Clark told QSR. “Our results are very solid. We’re constantly engaging with pop culture. I think what we’re doing with the remodel is really staying relevant and having facilities and assets that match our reputation. We know remodeling is probably the biggest driver for restaurant guests. I think that’s the most important thing we can do, in addition to a lot of other operational stuff we’re doing.”
And, while reinvention is key, returning to the roots is also an important part of the plan.
“Everything we do is about exploring why Sizzler is so great,” Sasha Shennikov, Sizzler’s vice president of marketing, told QSR. “Why some of our restaurants have gone through different reincarnations and stood the test of time; why people keep coming back.”
Read the original article at pennlive.com.