Sizzler is back from the brink with a shiny new brand and ambitions to match

Can a brand update turn Sizzler into a Southern California hot spot?

Sizzler is a bit of an anomaly. Despite having shrunk to a fraction of the size it once was and retreating primarily to the West Coast, it’s a brand that remains a ubiquitous cultural touchpoint—in movies and online, on South Park and Saturday Night Live. And even if you’ve never eaten at one, you probably know what it is. 

This made it a dream client for Mike Perry, founder and chief creative officer of Tavern, which collaborated with the beloved yet beleaguered chain on a comprehensive brand refresh spanning from its website to its stores.