This special period of 4 years occurs on February 29, 2024. In the past, many people have probably seen marketing campaigns organized by many famous restaurants and brands. One of the campaigns that created such a stir that it became viral, there was a queue of more than 700 people, it was inevitable. “Sizzler buy 1 get 1 free steak with unlimited salad bar for 299 baht” until creating a phenomenon of record sales and traffic for “Sizzler” Since the campaign has been organized in Thailand for more than 33 years
With this success, in Q1/2024 Sizzler continued to see a 25% increase in foot traffic, while sales increased 10% from the same period last year. That is just one part that reflects the success of “Sizzler” with moving forward with various strategies to penetrate the Thai market
“Anirudh David Collins” General Manager of SLRT Company Limited (Sizzler) under the operations of The Minor Food Group Public Company Limited” said that the past year 2023 was considered a golden year for Sizzler. Dealers are constantly growing. It dragged on until the 3rd-4th quarter when customers came to use the services in the store. Create growth in 2023, increasing by 5-6%, ranking number 1 as the leader in the Thai steak market with over 30% market share (increased from 2022 at 35%) from the total premium steak market value. More than 9,000 million baht and can still expand the member base to more than 550,000 members from the original 250,000 members, with 25% or 1 in 4 sales coming from members from the original 12%.
However, after operating the business under the concept “Fresh Premium Quality” Since last year this year, “Sizzler” has continued to create good growth. In the direction of operations for 2024, the company still aims to move forward in delivering experiences. “Extraordinary Experience” through interesting strategies in 4 areas:
The New Sizzling USA BBQ, a premium menu in the form of barbecue skewers.
1. Focus on CRM-Seasonal Marketing to expand customer base.
Seasonal Campaign is the first strategy that “Sizzler” It will be used to create brand growth in 2024. There will be more campaigns organized according to various festivals to meet customer needs and also increase
Even though steak already accounts for 60-70% of sales, in order to meet the needs and increase the opportunity to eat for more customers. As a result, this year there is a plan to launch a new, more diverse menu.
“We want to be a leader for customers in every dining occasion, whether it’s normal to special days. From Songkran, New Year to important festivals. Last year, we launched Cheese Toast, a seasonal campaign to add another opportunity to eat as well.”
From organizing campaigns “Sizzler buy 1 get 1 free” On February 29, 2024 “Sizzler” It was found that more than 90% of customers’ goal is to come and eat steak as much as possible. Therefore, organizing a marketing campaign or Seasonal Marketing Campaign will not only create sales growth but also reinforce the image of leadership in the Thai steak market that consumers think about.
There is also development “Loyalty Program” or marketing strategies for the membership system By granting more rights in the form of CRM. After last year, Sizzler found that Sales coming from members are as high as 25%, or accounting for 1 in 4 of Sizzler’s total sales, increasing from only 12% in 2022, causing the brand to move forward with that strategy. To attract new members and focus on stimulating more service use
“From the ongoing Seasonal Campaign As a result, we set a growth target of 10% every quarter from now on,” said Mr. Anirud David Collins.
In the second quarter, a new menu was released to market to support the Songkran festival under the theme The New Sizzling USA BBQ Premium menu in the form of barbecue skewers. and fried chicken with signature sauce In true American style Conveying the story of the brand over 66 years (since the first day it was founded) through a menu that reflects authentic American style, such as “BBQ,” which is also popular among Americans during the summer.
2. Add a new menu of food and drinks, emphasizing the image of Casual Western Dining.
release “menu” Both food and drink is another strength that the brand uses to encourage customers to come use the services within the store. There will be a new premium steak menu developed. Bringing the best value menu Returning to provide services to increase the number of din-in consumers, such as the barbecue pork rib menu. and a menu of New York beef steak with increased quantities at the normal price as well as adding desserts to the menu Adjusting the Sizzling Steak Series menu at a great price. Developing a new seasonal concept for the salad bar menu. By bringing popular seasonal fruits into a salad bar menu. The new menu that has been launched in the market includes:
- BBQ Beef & Buffalo Wings Ranch Sauce, 649 baht per plate (normally 799 baht)
- BBQ Pork & Buffalo Wings Ranch Sauce, 599 baht per plate (normally 749 baht)
- BBQ Sea Bass and tiger prawns & buffalo wings ranch sauce, 599 baht per plate (normally 749 baht)
And there are also 3 new dessert menus added, priced at 129 baht per glass (normally 199 baht) for everyone to fully enjoy:
- Including chocolate, brownie, milkshake
- Black Forest Milkshake
- Salted Caramel Milkshake
In addition, they are preparing to launch a new brunch menu to the market, with the expectation that they will be able to increase sales from this menu group by 5-10%.
3. New uniforms create a good atmosphere for customers in the store.
while the next strategy is to respond to needsร “Extraordinary Experience” or ordinary things that are very special to customers In various forms, including services and experiences that will be obtained from eating inside the restaurant.
By rebranding new employee uniforms for more than 2,400 employees nationwide starting this April onwards, whether it be chefs, waiters in the restaurant. It is expected that it will be completely completed in June 2024 in order to impress customers with the fresh atmosphere. as well as giving pride to employees To be able to wear it home to work without being embarrassed. Through a modern and beautiful design format.
4. Expand foreign markets
One of the growth strategies of “Sizzler” It doesn’t stop only in Thailand. but has also expanded the market to foreign countries in the form of franchises Japan is the first country to expand into the market, with a total of 10 branches. The second country is “Sizzler” Expanding into the market is where “Vietnam” By expanding its first branch in Ho Chi Minh City. In the 1st quarter of 2024 in a franchise format with partners like Gold Sun Group Company Limited (which already holds the rights to brands in Minor Group like DQ Pizza) There are also plans to expand branches to the country. others in Asia continuously
In Thailand, 3 more locations will be expanded this year, with 1 branch already opened at the end of March. Central Nakhon Pathom While the other two branches will be expanded to open both in Bangkok. and other provinces This will result in a total of 67 branches at the end of the year, from the current 64 branches.
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13 stories of 30 years of Sizzler returning to the main menu when “Steak” has to take on the hero role instead of “Salad Bar”
2024-04-07 22:48:16
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