With mounting health concerns among Thai consumers, SLRT, the operator of Sizzler restaurants under Minor Food Group, is reinforcing its positioning in healthy dining by upgrading Sizzler's aesthetic to be nature-oriented.
Nongchanok Stananonth, the company's assistant vice-president, said SLRT has spent 20 million baht to renovate Sizzler at Siam Center with a green concept in store design, tone and menu items.
Facilities inside the branch were also designed to match the lifestyles of young people and working women.
"We just reopened Sizzler's Siam Center restaurant last month," Ms Nongchanok said. "This will be the pilot project for similar renovations in other areas in the future to cash in on the change in customer trends, particularly new-generation customers who love convenient lifestyles and are also concerned about the environment."
In a bid to cope with consumers' changing behaviour, Sizzler began delivery in February.
The restaurant says there's been a good response from customers because the price through delivery is set to be cheaper than in-restaurant by about 100 baht per item.
The company is also moving into online business, covering a wider area both in Bangkok and upcountry. The company expects to increase the portion of delivery business to 20% within the next few years, up from a low-single-digit contribution last year.
In addition, the company has to localise its marketing strategy to better respond to individual customers in each location.
"Competition in the dining restaurant business is very high because of various food alternatives," Ms Nongchanok said. "But we remain focused on our competency."
The steak restaurant business in Thailand is estimated at about 10 billion baht, with major brands including Santa Fe and Jeffer.
Due to a declining number of shoppers at retail complexes, Kreetakorn Siriatha, the company's general manager, said SLRT is studying the feasibility of opening the new Sizzler format closer to customers.
The size of Sizzler restaurants will be halved to 200-300 square metres from 400-500. The new Sizzler model will open next year.
The company plans to renovate 10 existing restaurants this year and open three or four new restaurants in the second half of this year.
Sales of Sizzler were about 3 billion baht in 2018, and the figure expected to rise by 3-5% this year.