CULVER CITY, 13 February 2026 – Sizzler, the iconic American family steakhouse that defined casual dining for generations, is currently undergoing a significant strategic resurgence. Following a period of contraction that saw the brand shrink from over 700 global locations to fewer than 75, the company is leveraging a comprehensive brand refresh to recapture its position in the competitive “family-casual” market.
The “Fiery Rebirth” Strategy
As of early 2026, Sizzler is deep into a multi-year “comeback” phase. This initiative, which gained momentum in late 2025, focuses on a “Modern Heritage” aesthetic. The rebrand includes updated restaurant interiors, new crew uniforms, and modernised service touchpoints such as contemporary plating and cutlery. The goal is to blend the nostalgia of the 1980s and 90s—when Sizzler was a household staple—with the expectations of today’s diners.
Central to this revival is the “Steak House Sizzle” concept, which emphasises the brand’s heritage of U.S.D.A. Choice steaks and its signature “Craft Salad Bar.” Recent reports indicate that these renovations are helping the chain compete more effectively against both traditional quick-service giants and modern casual dining rivals.
Company Profile and History
Founded in 1958 by Del and Helen Johnson in Culver City, California, Sizzler began as “Del’s Sizzler Family Steak House.” At its inception, a steak dinner cost just 99 cents, establishing the brand’s reputation for value and accessibility.
| Feature | Details |
|---|---|
| Founded | 1958 |
| Founders | Del and Helen Johnson |
| Headquarters | Culver City, California |
| Industry | Restaurants (Family-Casual) |
| Menu Specialties | Steak, Seafood, Craft Salad Bar |
| Ownership | Private (Management-led group) |
Recent Developments and Global Presence
While the brand faced significant hurdles during the 2020 pandemic, leading to a Chapter 11 filing, it has since emerged with a leaner, more focused operation. In international markets, Sizzler remains a notable presence, particularly in Thailand, where it has operated for over 65 years and continues to be a staple of the local dining scene.
In Australia, the Sizzler brand has a long history through Collins Foods, though the physical restaurant footprint in the country has largely transitioned to other ventures. However, the legacy of the brand continues to influence the “everyday value” strategies currently being deployed by major Australian food service operators to lure cost-conscious customers in 2026.
Frequently Asked Questions
Is Sizzler still in business?
Yes. While the number of locations is significantly lower than its peak in the 1990s, Sizzler continues to operate dozens of locations, primarily in the Western United States and various international markets like Thailand.
What is included in the Sizzler rebrand?
The rebrand includes a “Modern Heritage” look with renovated restaurant designs, updated menus, new uniforms, and a focus on the “Steak House Sizzle” marketing campaign to attract younger families while retaining nostalgic diners.
Who owns Sizzler today?
The U.S. operations are owned by a management-led investment group that includes executive leadership and long-time shareholders who took the company private to focus on long-term growth.
Does Sizzler still have a salad bar?
Yes, the “Craft Salad Bar” remains a cornerstone of the Sizzler dining experience and is a primary focus of the brand’s current quality-improvement initiatives.