Dive Brief:
- Sizzler added two burgers — the Prime Rib Burger and the Crispy Bacon Burger — to its menu this week, the company said in an email.
- The permanent items are available at all participating locations except those in Utah and Puerto Rico.
- The new burgers are part of a larger update coming from Sizzler that spans branding to culinary innovation, Robert Clark, chief growth officer at Sizzler USA, said in an email.
Dive Insight:
Sizzler joins a growing list of casual chains, including Denny’s, Red Robin, IHOP, Applebee’s, Perkins and Maggiano’s that have been updating their menus since last year to revive traffic and increase sales. Red Robin and Perkins, in particular, added upgraded burgers as part of their menu enhancements. Red Robin’s new burgers are bigger and are now served on a white plate instead of in a basket.
Clark said the burgers help Sizzler get back to its roots as an affordable steakhouse. Both of the new burgers include one-third pound of chuck/ribeye patties served on a cheese toast brioche bun with a side of french fries and pickles. The Prime Rib Burger costs $12.99 while the Crispy Bacon Burger costs $13.99. Guests can add a second patty for $4.99.
“Our previous burger menu items had been a menu staple here at Sizzler for many years, which is why we’re so excited to update them for our guests,” Clark said.
In addition to menu changes, the chain unveiled an interior redesign last year aimed at modernizing the brand. The new design includes new finishes, flooring and wood accents in addition to a fireplace, digital menu boards and larger booths. The chain is also remaking its salad bar, which will include a beverage bar, cold salads and hot appetizers like wings. It will also have an expanded dessert bar, according to SFGate.
The over 65-year-old company had over 270 locations at its peak, but is now down to 77 locations after two bankruptcies, including one in 2020 at the height of the COVID-19 pandemic. Even before the pandemic, the company had been facing years of declining sales.
