My fondest memory of Sizzler is the blue cheese dressing thick as Marshmallow Fluff. You could stand a spoon in it.
But the Sizzler brand, along with its signature blue cheese dressing, cheese toast, salad bar and low-priced steaks, fell out of favor with the dining public to the point that the chain that once boasted more than 700 restaurants shrank to less than 200.
The three locations in the metro-area closed long ago, but the brand is gearing up for a comeback, with the Denver market as a target for expansion.
“They never did anything bad, they just went away over time,” said chief executive Kerry Kramp, who took over the top job three years ago. “In 2008, we embarked on the turnaround of a 53-year-old icon called Sizzler.”
Under Kramp’s leadership, Sizzler ceased selling franchises to concentrate on creating a new menu and decor package more suited to compete in the quick-casual restaurant sector.
Now that the prototype for the new Sizzler is complete, Kramp is looking for franchisees to develop the brand. “We’re ready to launch Sizzler to the world again,” he said.
Plans call for finding a Colorado franchisee with an eye to open eight metro-area restaurants. The goal is to get the first units open within 12 to 18 months.
“We’re developing Sizzler to be able to fit into other people’s (closed) restaurant locations to keep prices low and remodel conversion costs down,” Kramp said.
A major menu change is to use fresh ingredients, with dishes made in house. Customers still place orders at the counter, with entrees delivered to your seat. Multiple food bars include fresh fruit, prepared salads and make-your-own salad, soup, taco fixings and desserts.
Average meal price for an entree and unlimited trips to the food stations is roughly $12, Kramp said. A franchise costs $35,000 plus royalty fees.
“We have spent some time in the marketplace launching a public relations blitz to let people know we’re coming back,” Kramp said.
Fast friends.
The City of Aurora’s new BFFs, Gaylord Hotels and LNR Property LLC, are showing the love as the presenting sponsors of A-List, Aurora’s annual big business bash Oct. 13 at the Hyatt Regency Denver at the Colorado Convention Center.
Gaylord, the hotel operator that plans to build an $824 million hotel and conference center on 85 acres, and LNR, the land owner, are featured in full-page glossy ads inside the “A-List Illustrated” publication promoting the event. Tennis great Andre Agassi is the speaker for the evening that typically sells out 1,600 seats.
“We try to pick sponsors that are trying to do something important at the time,” said Wendy Mitchell, executive director of the Aurora Economic Development Council.
Gaylord’s planned entry into Aurora includes the possibility that the National Western Stock Show will relocate to the project — a sore subject to vocal opponents.
Smokin’.
Well-known restaurateur and chef Frank Bonanno is adding another weapon to his arsenal of eateries with Russell’s Smoke House, serving house-smoked meats, fish and side dishes for lunch and dinner daily.
Russell’s, located next to Bonanno’s bar Green Russell below Larimer Square, opens the middle of this month. The smoke house pays homage to the spirit of the cowboy West by cooking over a low slow fire.
EAVESDROPPING
A man at Denver Athletic Club:
“Why does the audience have to remain perfectly quiet and still when a golfer is hitting a ball sitting on a tee, and a baseball player has to try and hit a 95 mph fastball with the crowd yelling in total pandemonium?”
Penny Parker’s column appears Tuesday, Thursday, Friday and Sunday. Call her at 303-954-5224 or e-mail pparker@denverpost.com.
