If you grew up piling your plate high at the salad bar or pairing a sizzling steak with that unmistakable cheese toast, this news will hit like a blast from the past. Sizzler, the 67-year-old fast-casual staple that once dominated the dining scene, is gearing up for a major comeback. With only a fraction of its former locations remaining, the chain is reinventing itself through modern upgrades and a renewed focus on its classic strengths — a risky effort that’s already beginning to pay off. So what’s fueling this unexpected resurgence, and could Sizzler really reclaim its place in America’s dining landscape?
Sizzler is fighting for a second act
Long before it became a nostalgic touchstone for diners who grew up in the ‘80s and ‘90s, Sizzler had already been around for decades, having first opened its doors in 1958. By the time the brand hit its stride in the 1980s, it had become such a cultural fixture that it even landed big-screen cameos, including an appearance in the 1992 film White Men Can’t Jump.
Built on the idea of offering an affordable steakhouse experience at a time when fast food was exploding across America, Sizzler helped shape what would eventually become the fast-casual dining category. And for many loyal customers, the chain’s all-you-can-eat salad bar became an unforgettable part of the experience.
But like so many legacy chains, Sizzler’s success didn’t last uninterrupted. The company entered a long period of turbulence that nearly wiped it out. After reaching a peak of roughly 700 U.S. restaurants in the 1990s, the brand began to shrink rapidly, filing for debt protection in 1996. The decline continued into the 2000s and beyond, and by 2020, the chain had dwindled to 109 locations, when the pandemic dealt a devastating blow. According to Restaurant Business, Sizzler filed for bankruptcy that year, with pressures such as rising labor costs and increasing local taxes accelerating its downward slide.
As of June 2025, only 74 U.S. locations remain — most of them concentrated in California — but the story isn’t ending there. As QSR Magazine reports, Sizzler is now positioning itself for a full-scale revival, betting on modernization, nostalgia, and a return to its roots to usher in a new era for the 67-year-old brand.
Back to basics: Sizzler’s strategy for a stronger comeback
Sizzler’s chief growth officer, Robert Clark, acknowledged to QSR Magazine that the company stumbled when it drifted away from the very identity that made it successful. Instead of leaning into its established fast-casual roots, the chain tried to reinvent itself, a move he now admits didn’t pay off.
Clark told the magazine that the attempt to evolve with shifting industry trends simply didn’t resonate. “It just never worked,” he said. “Our current leadership is much more focused on, hey, let’s take the best of Sizzler and let’s make it even better.”
According to Clark, the brand is now embracing a back-to-basics approach while refreshing its image. He explained that Sizzler has begun modernizing its restaurants, and those updated locations are already posting encouraging sales growth. QSR Magazine reported that the chain undertook a deep “excavation” of its brand, reexamining everything from the logo to the way it engages customers.
“We feel like we have a really great brand here,” Clark told QSR Magazine. “And our results have been very solid. We constantly pop up in pop culture. I think what we’re trying to do with the remodel is really stay relevant and have facilities and assets that meet our reputation. We understand that remodeling is probably the single biggest driver of guests in the restaurant. It’s the most important thing I think we could do aside from a lot of other operational things we’re doing as well.”
It’s too early to tell if Sizzler will eventually reclaim its place in America’s dining landscape, but with the sales uptick driven by remodeling, it’s safe to say the brand has another fighting chance to be better than ever.
Sources: Restaurant Business Online, QSR Magazine, MLive