The well-known restaurant chain Sizzler is planning a comeback after years of hardship that led to more than 600 closures, according to PennLive, SILive’s sister site.
Founded in 1958, Sizzler once operated more than 700 locations across the country, but after filing for bankruptcy in 1996 and again in 2000, the chain now has 74 restaurants remaining, PennLive reported.
Robert Clark, chief growth officer at Sizzler USA, told QSR Magazine that this isn’t Sizzler’s “first re-birth.” He said what’s different about this one is that “the brand isn’t trying to be something it’s not or ever was,” noting that prior management spent a large amount of time trying to change the restaurant.
Sizzler redesigned its first unit with assistance from TNI Design, and the concept gained traction in 2023.
According to QSR Magazine, the updated unit kept some of Sizzler’s staples, including the upfront payment system (a feature of the chain’s fast-casual roots before it was widely recognized by industry publications), the all-you-can-eat salad bar at the center and the ability for customers to enjoy a casual-dining experience however they desire.
Newly implemented design elements included tile flooring, reclaimed wood accents, refreshed paint and a fireplace under a Sizzler logo near the front counter.
Final touches, such as digital menu boards, additional high-top seating, and expanded four-seater booths reinforced the brand’s family-friendly positioning.
Amid remodeling, Sizzler has seen sales lifts of roughly 47%, QSR Magazine noted. Company leaders highlighted one location that completed renovations a few months ago and saw sales increase by 100%.
“It’s hard to turn the whole ship, but I think we’ve got a good plan, and we’ve got people in place who can get the results,” said Robert Clark, chief growth officer at Sizzler USA.
Clark also emphasizes that, although remodeling is essential, staying true to the chain’s traditions is also vital.
Want to know what’s coming next?
The restaurant’s iconic dish, last seen in the early 2000s and known as ‘The Sizzler,’ could potentially return next summer.
The dish is a steak served on a sizzling platter with thick-cut fries and caramelized onions, paired with a garlic demi-glace.