customers will have access to the best quality vegetables at the salad bar and to provide Thais in rural areas with consistent income. Sizzler continues its on-going development to ensure that only the best quality product is served to its customers. decide the volume, nutritional balance and For instance, Imported variety of each meal by ordering from the grill. Premium Angus Beef, They can help themselves to a wide variety of Atlantic Salmon and terms of high operated as a family steak house by pioneering Sizzler’s famous soups, salad, pasta, fresh fruits Jacob’s Creek Wine. quality and fresh restaurateurs Del and Helen Johnson at Culver and dessert from the salad bars. Recently Sizzler products, customer City in California, USA in 1958. The name ‘Sizzler’ During festive seasons such as on Valentine’s introduced “Grilled brand loyalty and comes from ‘sizzle’ which is the sound of steak Day, Chinese, Vegetarian Day, Father’s Day or Master Competition”. The revenues. on the hot plate. every quarter, Sizzler introduces special menus to competition was aimed Its original menu was simple with two types of fit the occasion. at motivating staff in the kitchen Sizzler occasionally organises promotional ACHIEVEMENTS steak, plus a salad and rolls. By the early 1960s Del Sizzler’s distinctively area to improve their culinary campaigns to drive sales and maintain SLRT Limited, and Helen added hamburgers and sandwiches to designed, clean, friendly skills and ensure that the quality of customers’ brand loyalty to Sizzler stores. operator of Sizzler the menu and they expanded to three locations and flexible restaurant the products and menus offered Among these promotional events is the in Thailand and in suburban Los Angeles. Later, Mr. Johnson started ambience offers a ‘casual to customers are consistent with addition of a “Special Menu” for every quarter, China, was the operating Sizzler under a franchise concept which dining’ alternative. Its Sizzler’s international standards. The together with introduction of new items in the back-to-back proved very successful enabling it to grow rapidly service, healthy variety of friendly competition also provided salad bar in order to create excitement for winner of Sizzler’s to 140 restaurants in California. high quality, good value great fun to participants at the same customers. Customers visiting stores Sizzler ‘Franchise Partner Once the business was settled, Del and Helen and freshly prepared meals, time. throughout Thailand every Wednesday can enjoy of the Year’ award decided to retire, in late 1966. They sold Sizzler make Sizzler one of the As customers’ concerns on health “Wednesday Night Special” with a variety of for 2008 and to Jim Collins, who later became the largest fast favourite contemporary matters have become significant, it food menus at prices starting from only 255 2009. The award is food franchise on the US West Coast. restaurants for years now. has also become Sizzler’s standing baht. Another special promotional menu, which given annually by In 1985 Collins Foods International, which policy and goal to rid its food has gained outstanding customer patronage, is MARKET Sizzler International to a franchise partner who owns and manages Sizzler franchise, introduced RECENT products the “209 baht” price tags on selected menus. The restaurant business in Thailand is highly contributed the most to the Sizzler chain. The the brand into the Australian market at its first DEVELOPMENTS and all basic With this special price customers are able to competitive, which means that there are more award takes into account all areas of business location in Annerley, a suburb of Brisbane. Later Over the past nineteen ingredients of enjoy quality, fresh and delicious food, plentiful categories of food competing for market and operations and is participated in by franchisees it expanded throughout Queensland, New South years of operation in monosodium salad items, fresh fruits and desserts from the mind shares, such as Thai cuisine, Japanese food from China, Korea, Japan, Singapore, Taiwan and Wales, North and West Australia. Thailand, Sizzler has always glutamate or salad bar at a very reasonable price. Also, Sizzler (Suki), Western food (Burgers and Pizzas), Korean Thailand. In Thailand SLRT Limited, a subsidiary of been at the forefront of products and menu MSG. It has provides information on health benefits and BBQ and others. In 2011 Sizzler was one of the winners Thailand’s most successful restaurant operator, developments. extended the sources of raw material via QR code. Although the competition has created a of “Best Employers in Thailand 2011 in the The Minor Food Group Plc, is Sizzler’s franchise Sizzler launched a campaign called ‘the ‘No MSG’ Sizzler each year, also organises promotional slight growth overall in food demand, there is Hospitality/Restaurants Industry”. The award holder and operator. It opened its first Sizzler art of eating, the art of living’ which is the campaign campaigns, offering lucky customers the still some room for the players to enjoy good is given to the organisations that have a wide restaurant at the second floor of Fifty-Fifth Plaza upscaling of the standard of fresh vegetables among its opportunity to win free full-board tour packages, margins. Japanese cuisine is a suitable example variety of business models, business strategies, on Sukhumvit 55 Road, Bangkok, in January 1992. that it serves to customers. Sizzler has been suppliers, and, such as to Australia and France - complete with as it is listed to be the fastest growing among work cultures, and human capital programmes. Sizzler now operates in 39 locations around sourcing twenty types of fresh vegetables by 2010, Sizzler fun and unforgettable memories as well as the the restaurant industry in terms of number of The award is a testament to the excellent Thailand of which 26 are located in Bangkok and from the Royal Project, which is His Majesty was MSG free. chance to win discount coupon prizes. restaurants and revenues. performance of SLRT’s personnel from top 13 in major provinces. the King of Thailand’s private project, located Along with the organising of stand-alone As a result, the change in food consumption has management to ordinary staff. in Chiang Mai province. Starting from the main PROMOTION promotional campaigns Sizzler regularly joins become a significant factor, causing the number of The campaign ‘the art of eating, the art of PRODUCT locations in Chiang Mai, namely at Central As the restaurant market is very competitive with hands with leading business partners, such as restaurants in Thailand to increase rapidly, especially living’ launched in January 2011, generated 300 Sizzler developed the concept of ‘casual dining’ Plaza Airport and Kad Suan Kaew shopping customers always looking for value for money, credit cards companies, mobile operators or for particular market segments or lifestyles. million baht extra sales volume, accounting for a in Australia and introduced the first Soup, Salad, mall, the coverage has now expanded to other restaurant operators need to find ways to attract shopping malls, to expand the numbers and Recently Thailand’s political unrest and threat of 17.6% increase. Pasta, Fresh Fruit and Dessert Bar concept. Sizzler shops nationwide. This is to ensure that their existing customers and potential customers. segmentations of Sizzler customers by offering natural disasters, such as flooding, have punctured The TV commercial acquired the increased Nowadays, Sizzler has expanded its ‘classic grill’ them opportunities to enjoy the great taste and consumers’ confidence and prevented them from E.P.I.C score (measurement of communication to include, not only steak and seafood, but also great product at Sizzler. spending on food and other necessities. This effectiveness) including Sizzler’s record breaking delicious chicken dishes, BBQ ribs, combination Furthermore Sizzler ramped up its CSR scenario dictates that only the strongest brands Empathy and Impact score which also ranked meals, burgers and unique salad bar. Sizzler offers activity, working on specific projects with the could survive through this tough time. above norm. (Source: Nielsen 2011) eclectic selections that make healthily nutritious hill-tribes and helping to raise awareness of their The Western food category is still small; meals enjoyable. Its marketing strategy of offering work as well as continuing to support other however, there is a potential growth in Western HISTORY ‘Variety’ and ‘freedom to choose” has led Sizzler charitable causes throughout Thailand, such as food in Thailand. Sizzler has been growing The global franchise, Sizzler, is categorised as to be different from other dining experiences. blanket donation to the hill-tribes community. dynamically over the years, proving itself in a Western dining restaurant chain. It was first At all Sizzler stores customers are free to www.sizzler.co.th Things you didn’t know about Sizzler Sizzler Thailand uses 3,700 tons of vegetables annually. Sizzler Thailand uses fifteen tons of Japanese pumpkin each month. Sizzler serves 7.2 million cups of Cream of Mushroom Soup each year. Sizzler prepares 6.2 million cuts of steak throughout the year. 58 Sizzler.indd 1 28/03/2012 07:55 Sizzler.indd 2 28/03/2012 07:55 customers will have access to the best quality vegetables at the salad bar and to provide Thais in rural areas with consistent income. Sizzler continues its on-going development to ensure that only the best quality product is served to its customers. decide the volume, nutritional balance and For instance, Imported variety of each meal by ordering from the grill. Premium Angus Beef, They can help themselves to a wide variety of Atlantic Salmon and terms of high operated as a family steak house by pioneering Sizzler’s famous soups, salad, pasta, fresh fruits Jacob’s Creek Wine. quality and fresh restaurateurs Del and Helen Johnson at Culver and dessert from the salad bars.