Now We're Smokin'
After: "We introduced an open grill [to symbolize] the theatre of watching your steak being cooked, which reinforced fresh, modern, cool, and all that stuff," says Blackiston. Then, King-Casey reinforced the name change (from “Sizzler Restaurant” to “Sizzler”) with a proprietary font design, incorporating the sizzling or smoking "Z" icon. "It was the design element that made the logo unique, and it has become part of the décor element of the menus and the interior of the restaurant," says Blackiston. Since the change, foot traffic to Sizzler has increased by 40%—and it's skewing younger, Blackiston says.
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