Sizzler: The Royal Project

Kittipong Veerataecha

Campaign details

Brand owner: Sizzler Thailand (Minor Food Group)
Agency: Y&R Thailand
Brand: Sizzler
Country: Thailand
Channels used: Events and experiential, Magazines - consumer, Other and ambient media, Packaging and design, Point-of-purchase, in-store media, Print - general, unspecified, Public relations, Television
Media budget: 1 - 3 million

Executive summary

Western-style restaurant Sizzler wanted to increase per-capita spend, and profit, amidst tough competition from a myriad of other dining options. The challenge was to increase prices without negatively impacting Sizzler's image, and while achieving the opposite in, fact – raising Sizzler's profile and reputation and justifying the price hike.

Indeed, increasing prices in a restaurant would not appear to be the best way to attract more customers and improve brand perception. However, by lifting ingredient quality and using sharp insights into Thai culture as the basis for a sustained and targeted campaign, Sizzler increased profit without any negative image fallout. All market measurements used to evaluate performance showed record results from the campaign.