Sizzler proudly reveals the remarkable achievements of 2023, demonstrating growth that aligns seamlessly with its operations. Anchored in the concept of “Fresh Premium Quality”, This reaffirms its authenticity in Western cuisine by delivering freshness, premium quality, and serving on a hot skillet for the ultimate experience. The core of this success lies in delivering freshness, premium quality, and innovative menus, alongside a spectrum of special activities, remains unwavering. Sizzler is ready to build on its success in 2024 under the concept of “OVER 66 YEARS OF SIZZLING EXPERIENCES” since the brand was first founded in the United States. Sizzler is committed to being Thailand’s leader in casual western dining experiences, Sizzler embarked on 2024 by unveiling three exquisite premium steak menus in authentic American BBQ fashion: Sizzling Beef Skewers & Buffalo Wings with Ranch Sauce, Sizzling Pork Skewers & Buffalo Wings with Ranch Sauce, and Sizzling Sea Bass & Tiger Prawn Skewers & Buffalo Wings with Ranch Sauce. Complementing these culinary delights are three refreshing beverage options ideal for the summer season: Chocolate Brownie Milkshake, Black Forest Milkshake, and Salted Toffee Caramel Milkshake. Moreover, Sizzler reintroduced beloved menu items, elevating their value proposition in terms of both quality and affordability. The focus remains steadfast on catering to the preferences of our loyal patrons while enticing new enthusiasts to join its culinary journey. With a projected growth trajectory in 2024 that mirrors our strategic targets, Sizzler fortifies its position as the premier destination for steak and salad in Thailand, offering an unparalleled dining experience that resonates with every discerning palate.
Mr. Anirute David Collins, General Manager of SLRT Limited Company; a subsidiary of The Minor Food Group Plc.; a restaurant operator under the brand Sizzler, reflected on Sizzler’s outstanding performance in the fiscal year 2023. Notably, the company achieved a remarkable 6% growth in dine-in customers compared to 2022. This success can be attributed to the strategic focus on delivering freshness, premium quality, and captivating presentations, particularly evident through the signature steak menus showcased during key celebrations such as Children’s Day, Mother’s Day, Father’s Day, and New Year’s Day. Additionally, the innovative campaigns like Cheese Toast Month have resonated with consumers, reaffirming Sizzler’s position as the real steak mastery. The introduction of diverse Sizzling menu series, including The New Sizzling Experience,
SIZZLING THAI EXPERIENCES, and The New Sizzling Selected #CUTSที่ใช่ใครก็ชอบ (the perfect cuts that everyone loves), has garnered widespread acclaim, thereby fueling the surge in steak menu sales and doubling the revisiting rate at the outlets compared to early 2023. The meticulously crafted loyalty program, offering tailored benefits to each member segment, has significantly boosted customer retention, resulting in a doubling of our membership base to an impressive, more than 500,000 by the end of 2023. From last year up until now, Sizzler has expanded 5 new branches including, Central Ramindra, Park Silom, Central Westville, Central Samui, while the latest branch at Central Nakhon Pathom was opened in 2024, bringing the current total number of Sizzler branches to over 64 nationwide, in addition, in the first quarter of 2024, Sizzler partnered with Goldsun Group to open the first branch in Vietnam. The company plans to expand to other countries in the region in the future.
In charting its course for 2024, Sizzler aims to deliver an “Extraordinary Experience”. To achieve this goal, the company is implementing a multifaceted approach, which includes the creation of new premium steak menus tailored to meet evolving consumer preferences. Additionally, Sizzler is reintroducing highly sought-after menu items, such as BBQ Pork Ribs and New York Striplion Steak, to drive customer traffic. The company is also expanding its offerings by introducing dessert and brunch menus, and adjusting the Sizzling steak series to offer maximum value to customers. Furthermore, Sizzler is revamping its salad bar menus with a fresh seasonal concept, incorporating popular fruits to enhance the dining experience. Additionally, the company is rolling out a loyalty program to provide special privileges to its members, with the aim of attracting new customers and fostering increased service use. Through these strategic initiatives and more, Sizzler is set to lead the way in Western culinary experiences across Thailand.
In 2024, Sizzler will take customers on a culinary journey to Western countries through signature dishes from each country throughout the year. In the second quarter of 2024, a period marked by significant festivals like the Songkran Festival, where consumers flock to restaurants for celebrations, Sizzler is set to drive growth with its latest offering: ‘The New Sizzling USA BBQ.’ This premium menu, presented in BBQ skewers and American-style fried chicken with signature sauce, promises to deliver an authentic American dining experience, reflecting Sizzler’s origins. The new menus are:
- SIZZLING BEEF SKEWERS & BUFFALO WINGS WITH RANCH SAUCE: Premium Australian beef, barbecued and presented on skewers, marinated in signature barbecue sauce, infused with aromatic spices, and grilled to perfection. Served on a sizzling hot plate alongside buffalo wings coated in tangy ranch sauce, priced at 649 baht per plate (from 799 baht)
- SIZZLING PORK SKEWERS & BUFFALO WINGS WITH RANCH SAUCE: Tender pork skewers, expertly marinated in flavorful barbecue sauce, grilled to perfection, and served on a sizzling hot plate alongside buffalo wings smothered in ranch sauce, priced at 599 baht per plate (from 749 baht)
- SIZZLING SEA BASS & TIGER PRAWN SKEWERS & BUFFALO WINGS WITH RANCH SAUCE: A delectable choice for seafood lovers and lovers of American-style flavors. Indulge in succulent sea bass and tiger prawn skewers, marinated in signature barbecue sauce, grilled to perfection, and served on a sizzling hot plate alongside buffalo wings coated in creamy ranch sauce, priced at 599 baht per plate (from 749 baht)
Furthermore, with each order of The New Sizzling USA BBQ menu, patrons will receive complimentary with a free buffet salad bar with over 50 items to choose from for 1 person per menu. Additionally, complementing the food, Sizzler presents three enticing beverage selections priced at just 129 baht per glass (from 199 baht):
- Chocolate Brownie Milkshake: Indulge in a velvety blend boasting a rich chocolate aroma, garnished with a delectable piece of brownie atop whipped cream and a cherry.
- Black Forest Milkshake: Classic drink menu with the sweet and sour taste of strawberries and decadent chocolate, served with a brownie and whipped cream for a delightful twist on a classic favorite.
- Salted Caramel Milkshake: A treat for dessert enthusiasts, enjoy the delightful fusion of sweet caramel essence and a hint of saltiness, delivering a lusciously creamy taste. Served with caramel sauce and adorned with crispy bread, wafer, and a cherry, this milkshake offers another irresistible option for a refreshing indulgence.
“By implementing these strategies, Sizzler is set to achieve its growth targets confidently. Furthermore, it remains steadfast in its commitment to continually develop new premium steak menus and deliver service that ensures a special and memorable dining experience, reaffirming its position as the ultimate authority in steak mastery and the forefront of Western dining experiences catering to the preferences of Thai and international patrons alike,” Anirute concluded.
For further inquiries, please reach out to Sizzler’s Public Relations Department at 02-365-6934, visit our Facebook fan page www.facebook.com/SizzlerThai, or explore our website www.sizzler.co.th. Additionally, signing up for membership is made easy by adding friends and registering via the LINE Official account @SizzlerThai.
