A once-iconic steakhouse that played a pivotal role in shaping American dining culture is poised for an unexpected resurgence, years after its peak left an indelible mark on countless diners.
Sizzler, renowned for its wallet-friendly menu featuring a popular salad bar, sizzling steaks, and signature cheesy toast, was once a ubiquitous name in dining.
At its zenith, the chain boasted over 770 locations across the United States, ranking it among the giants of casual dining, alongside familiar names like Pizza Hut, Red Lobster, and Shoney’s.
Founded in 1958 in Culver City, California, by Del and Helen Johnson, Sizzler emerged as a pioneering concept, offering a steakhouse experience at prices that appealed to the middle class. This approach proved to be immensely successful.
During the 1970s and 80s, Sizzler became a staple outing for suburban families nationwide. Its all-you-can-eat salad bar captured diners’ imaginations, while the cheese toast developed a loyal following.
The restaurant interiors, characterized by wood-paneled booths, Tiffany-style lamps, and soft-serve ice cream machines, served as the setting for numerous childhood celebrations, post-sports team gatherings, and Friday night indulgences.
For a generation of Americans, Sizzler was eating out.But like many giants of that era, the chain crashed hard in the 1990s.
Fast expansion, shifting tastes, and competition from Applebee’s and Outback steakhouses pushed the brand into decline. Sizzler filed for bankruptcy twice, shuttering hundreds of locations.
Sizzler serves steak to customers in multiple states — including California, Nevada, New Mexico, Idaho, Utah, and Oregon
Sizzler is focusing on revamping its locations and stepping up its marketing game
Sizzler was extremely popular in the 1970s and 1980s
By the 2010s, just 74 US restaurants remained — mostly clustered on the West Coast in California, Nevada, New Mexico, Idaho, Utah, and Oregon. — a tiny footprint compared with its once-mighty empire.
Now, the iconic chain is quietly plotting a second act.
Sizzler is in the process of revamping its stores and, according to chief growth officer Robert Clark, the hard work is paying off. Updated stores are seeing sales rise roughly 47 percent.
The redesign began in 2023 and includes classic Sizzler staples such as the all-you-can-eat salad bar. Updated dining rooms feature tile flooring, wood accents, new paint, and a cozy fireplace.
The goal, Clark said, is to bring Sizzler into the present without erasing its past.
‘Our current leadership is much more focused on “hey, let’s take the best of Sizzler and let’s make it even better”,’ Clark — who has been with the company for 41 years — told QSR Magazine.
‘We feel like we have a really great brand here,’ he said. ‘I think what we’re trying to do with the remodel is really stay relevant and have facilities and assets that meet our reputation.
‘Remodeling is probably the single biggest driver of guests in the restaurant. It’s the most important thing.’
Early advert for Sizzler, thought to be from the 1960s. Sizzler was founded in 1958 in Culver City, California by Del and Helen Johnson
The founders opened the simple steakhouse with one irresistible idea: offer middle-class families a taste of steakhouse luxury at fast-food prices (pictured: customers at a Sizzler’s back in the company’s heyday)
Now, Sizzler is plotting its rise back to the top of the American dining scene
While Sizzler currently operates exclusively on the West Coast and in Puerto Rico, there is no word on whether the chain plans to expand (pictured: Sizzler’s steak and lobster dish)
Updated Sizzler dining rooms feature tile flooring, wood accents, new paint, and a cozy fireplace
One of Sizzler’s most iconic dishes is the cheese toast, which comes free with every meal
Marketing vice president Sasha Shennikov agreed: ‘Everything we did was digging into what made Sizzler great in the first place (pictured: vintage Sizzler’s posters and photos)
Sizzler is known for its iconic salad bar, affordable options, and famous cheese toast dish
The establishment began to struggle in the 1990s, but is now making an impressive comeback
Sizzler Restaurants Chief Growth Officer Robert Clark
Marketing vice president Sasha Shennikov agreed: ‘Everything we did was digging into what made Sizzler great in the first place.
‘Why we have some restaurants that have stood the test of time through different rebirths; why people keep coming back.’
Sizzler’s original concept revolved around giving customers the feel of a full-service restaurant at a price slightly more than a fast food chain.
The chain first filed for Chapter 11 bankruptcy in 1996 and closed over 130 restaurants. It then filed a second time in 2020, citing the impact of the pandemic.
Sizzler is not the only restaurant chain having a resurgence.
Chili’s — the 49-year-old casual dining giant famous for baby back ribs and Tex-Mex comfort food — has pulled off what some analysts are calling one of the greatest restaurant turnarounds in modern history.
Sales at restaurants open at least a year jumped 31 percent — Chili’s third straight quarter of double-digit growth.
