Steakhouse chain Sizzler is turning to reinvention in an attempt to make a comeback
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Steakhouse chain Sizzler is making a comeback with a refreshing new look just as the fast-casual restaurant industry continues to face a challenging environment that has spurred countless closures.
Creative Agency Tavern, tasked with helping the brand itself, said Steakhouse was a cultural icon in the 1980s and 1990s on the west coast, but with the departure of the whole genre. ” Today, the organization said, “Most Californians don’t even know there’s a Sizzler nearby (if they even know the brand is in business).”
The company is trying to change that, announcing its plans to renew the brand last year. The company said in a 2024 press release that it taps into “the sensitivity value associated with the brand” and the meal plans “competing with fast food places like McDonald’s and offering an attractive alternative for parents looking for the comfort of comfort and familiarity.”
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Chief Growth Officer Robert Clark told QSR last month that the company is seeing sales at updated restaurants rise 47%. One of them saw sales rise 100%. The company currently has 80 stores and has completed nine renovations in the past two years. The company is also looking to make a plan for franchise owners to use, and most of them agree to it, according to the release.
The interior of a sizzler steakhouse. (Jason Lacras)
In its heyday, Sizzler operated more than 700 restaurants across the country, according to several reports.
Fast food companies are already facing margin pressures from the applew disruption and rising labor costs, while industry-wide traffic remains subdued. Low foot traffic has forced many restaurants to issue additional promotions and even pursue rebranding efforts to attract their core customers, who have been pulling back on spending.
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Sasha Shennikov, Vice President of Marketing, told QSR The brand appears “all over” Los Angeles through Radio Ads and Billboard Space.
The interior of a sizzler steakhouse. (Jason Lacras)
Taverrn focuses on the history of the brand and creates its own goods.
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“Instead of throwing decades of heritage into the logo, we built on it by stripping it back, stabbing it and stomping it into a literal cow type,” the towel previously wrote.
The interior of a sizzler steakhouse. (Jason Lacras)
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It used the rich maroon color as the hero of the identity palette and also used the “Zz” design from the logo (and the word “sizzle”) as a playful and distinctive brand tone.
