Restaurant/Sizzler Thailand

Editorial Staff

SLRT Limited, the subsidiary of The Minor Food Group and the franchisor of Sizzler restaurant, sets to continue its healthy growth next year by refreshing its salad products, strengthening core products and increasing more occasion for more consumption.

Anirute David Collins, SLRT’s general manager, said that the company is optimistic about Sizzler business next year after seeing a break record of sales and customer traffic from month to month.

‘’But, we still concern on inflation and the higher cost of raw material. Another challenging is to continuously increasing of competitors,’’ Mr Anirute said.

However, the company remains to open three new Sizzlers restaurants in Bangkok and up-country next year, compared to two new restaurants opening this year.

‘’We will win over the intensifying western and steak market by growing sales of our core products and make our salad products more exciting,’’ he Anirute said.

He adds that the company will resume to focus on Sizzler’s salad products, adding more superfood ingredients at salad bar, making its more distinguish.

Sizzler is among one of Sizzler core business. About 30% of customers visiting Sizzler restaurant has ordered salad menus. And, superfood is on the rise trend.

“At least 30% of customers, who visit our restaurant, orders salad bar. We will change the way to communicate with our customers and will also refresh and resume focus our salad business, which is one of the strong selling point that nobody can copy us. Competition in western food market is very fierce because direct competitors have aggressively expanded their restaurants while non-steak restaurant operators has also jumped into this market,’’ Mr Anirute said.

In addition, the company will maintain its core business such as steak menus to be at 90% of total portfolio and will grow consumption, offering special menus in each occasion.

‘’2024 is the golden year for Sizzler. Our business grew at 15% year-on-year so far while the number of customer traffic increased by 25%,’’ he said.

The huge growth was driven from three business strategies including promoting its core products, increasing its product offering via various occasions from Mother’s Day to Children’s Day, Songkran festival and others.

In addition, the company also grew its sales via branding asset. It revamped Cheese toast, the mascot of Sizzlers, to be more interesting and attract young customer groups. With successful campaign of Cheese toast randomly packed ‘’blind box’’, the company has increased number of this random packed blind box to 30,000 boxes this year, ten time from previous campaign.

‘’Art toy is still excited for customers. It help link our brand to involve with every customer’s lifestyle not just only food restaurant,’’Mr Anirute said.

To cerebrate the up-coming festive season, the company has launched special promotion to satisfy its customers. Special price of food and dessert are offered at all Sizzler restaurants across the country from now till January 15, 2025. It also allocate of 28 million baht on big surprise campaign, having chance to get prizes for any purchase of 1,500 baht and exclusive ultimate edition of Cheese toast mascot for diamond members.

Currently, Sizzler has 850,000 members, up from last year of 500,000 members. Only Diamond member, number reaches of 20,000 people, up from 5,000 last year.