Trying to upgrade its image and food offerings after emerging from Chapter 11 bankruptcy protection last fall, Sizzler International is slated to launch a new line of sandwiches this month called Two-Fisted Feasts.
Sizzler, a value-price steak and salad bar chain, with some 265 U.S. restaurants, will support the sandwiches via local-store marketing efforts.
$7 MIL AD BUDGET
The next TV advertising for the chain, which has budgeted about $7 million for media ads this year, is targeted for spring and is likely to feature steaks.
Evans, Hardy & Young, Santa Barbara, Calif., is the agency for broadcast advertising. Wiley & Associates, Westlake Village, Calif., was recently tapped to handle the $1 million in-store marketing and print portion of the account.
ALL-WOMAN SHOP
Wiley's first project is supporting the sandwiches, aimed at luring more women to the chain and at boosting lunch business.
"We're trying to work toward enticing a younger clientele and more couples and friends out for the evening," said Wiley President Caryn Wiley, while not alienating its core older customers.
Keith Frohreich, VP-marketing for Sizzler, said part of Wiley's appeal as a new agency for the chain was the fact it's an all-women shop.
"Sizzler and steak in general [have] much more of a male slant. We're trying to balance it out because we believe that women have major veto power in restaurant choices," Ms. Wiley said.
Contributing: Alice Z. Cuneo.