Sizzler: The Royal Project

Sizzler, a western-style restaurant chain in Thailand, wanted to increase prices and enhance its premium positioning amidst tough competition from a myriad of other dining options.

Sizzler: The Royal Project

Kittipong Veerataecha

Campaign details

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

Executive summary

Western-style restaurant Sizzler wanted to increase per-capitaspend, 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...

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