The real genius behind Sizzler’s potential return isn’t the salad bar
If there's a resurrection, it's a masterclass in brand strategy
Minor Hotel Group has had the Illawarra and beyond talking. But the group’s cleverest play may be the one that doesn’t look new at all.
Just days after it was revealed Minor Hotels would open an Avani offering in Wollongong, it was suggested the Kenny Street venue would include that much-loved but never-forgotten culinary icon, Sizzler.
And after an almost 30-year absence that left a “cheese-toast-shaped” hole in the hearts of locals, talk of the brand’s return to Australian shores lit up social media.
Maybe a tad prematurely, though.
The story behind the story: a strategic masterstroke
The return of Sizzler - should it happen - won’t be just a win for buffet enthusiasts, it will be a masterclass in long-term brand management by the Minor Hotel Group.
Under the leadership of founder and chairman Bill Heinecke, the group’s food division has spent the last few years quietly keeping the brand alive through a clever licensing play.
Sizzler was owned and operated by Collins Foods from 1985 until it decided to close it in 2020. In 2023, Minor International Public Company Limited (MINT) acquired the 100% stake in US restaurant chain Sizzler from Singco Trading for $23.38m.
Realising its cheese toast had assumed cult status and was the brand’s greatest asset, Minor used its ownership of The Coffee Club to sell the snack through its outlets during Sizzler’s absence.
This move allowed them to maintain brand awareness and test market appetite without the overhead of full-scale restaurant operations. This strategy culminated in massive public interest, including a “one-night-only” Sizzler pop-up at a Coffee Club in 2024 that signalled the brand was ready for a formal comeback.
What comes next in Australia remains to be seen. Heinecke reportedly confirmed in Sydney last week, that Minor intends to roll out the restaurant brand across the country.
“We have a number of exciting projects in Australia with the opening of the 90-room NH Hotels hotel at 102-106 Robey Street, Mascot, and the Avani in Wollongong, and we are also looking at branded residences,” he told the Sydney Morning Herald said. However, a group representative has since told the Illawarra Mercury locations had yet to be confirmed.
Sizzler in the Illawarra
Back in the day, Sizzler was more than a restaurant; it was a cultural landmark of sorts during its peak. The chain first arrived in Australia in 1985 (opening in Brisbane) and expanded rapidly to 74 locations by 1992.
In the Illawarra, the Warilla Grove location served as the regional hub for family celebrations and “all-you-can-eat” Sunday breakfasts for decades. The restaurant chain remained a staple of the dining scene until the COVID-19 pandemic dealt a final blow to the self-serve model. The final nine Sizzler locations in Australia, including the last of the NSW stores, officially closed their doors on November 15, 2020.
Standalone and integrated restaurants
Should “Sizzler 2.0” come to Wollongong it will look different than the standalone suburban blocks of the 90s. Heinecke mentioned a flexible business model where Sizzler would operate out of integrated hotel spaces - such as the new Avani in Wollongong - as well as potential standalone sites.
Crucially, while these restaurants will be housed within hotels, they will remain accessible to the general public, ensuring the next generation of Illawarra families can experience the “service-value-quality equation” that made the brand a household name.
The ‘official’ Sizzler cheese toast recipe
According to all manner of “online sources”, the secret to the perfect slice is the whipping technique and the specific cheese blend.
Ingredients:
• Thick-cut white bread
• Margarine (at room temperature)
• Shaved parmesan or pecorino cheese (Pecorino is often cited by operations heads as the “true” ingredient)
Method:
1. Add the margarine to a mixer and whip on medium speed for several minutes until it becomes white and fluffy.
2. Add the parmesan (or pecorino) and whip for another two minutes until a smooth paste forms.
3. Use a rubber spatula to spread the mixture at least 2mm thick on only one side of the bread. The spread must completely cover the grain of the bread.
4. For best results, refrigerate the buttered bread for a short period to “set” the mix.
5. Place the bread paste-side down in a flat frypan over medium heat.
6. Place a small plate or lid over the bread while frying. This traps the heat and steams the top side, making it “soft and pillowy” while the bottom becomes golden brown and crispy.
7. Cook for about 60 seconds or until golden brown, then serve immediately while hot.
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Bring back the Sneeze Guard.