Sizzler Rediscovers Iconic Status in New Branding Effort; The classic concept went bankrupt and lost its way, but it’s now developed a plan to reconnect with customers of all ages

  • 9/23/2024

|

QSR Magazine
• Subcategory:
• Tag: | |
• Additional Filters-Subcategory:

Chris Perkins joined Sizzler as CEO in 2019 knowing he wanted to implement a turnaround plan. But before he started, the executive received advice from a former boss who knew him pretty well. “You’re going to want to get in there and start changing the brand straight away,” says Perkins, recalling the guidance. “But that’d be a mistake. You need to take some time.”

There weren’t many silver linings from the COVID crisis. In September 2020, the chain declared bankruptcy because of long-term indoor dining closures and landlords’ refusal to provide rent abatements. Once boasting a system of 700-plus restaurants nationwide, Sizzler had roughly 110 stores across 10 states and Puerto Rico when it went bankrupt. There are now 81 locations.

Sizzler
Todd Peterson | VP Franchise Development

Additional Filters

Subcategory
Tags