SWOT Analysis and Overview of Sizzler in Australia

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Sizzler in Australia Vision statement The name 'Sizzler' has long been synonymous with affordable steakhouse offerings. "For nearly 50 years, Sizzler has served great steaks, seafood and salad - always at a great value" (Sizzler joins nationwide healthy dining program, 2012, PR Newswire). At present, Sizzler is run by Collins Foods, Limited whose vision statement is: "If you take care of your people they will take care of your customers. If you take care of your customers they will take care of your business" (About us, 2012, Collins). This statement underlines the importance of service in the hospitality industry: it is possible to buy a steak at a supermarket, but Sizzler offers the customer a dining 'experience' at an affordable price. Sizzler is a mid-market dining option that offers "steaks cut fresh in-house every day, to fresh salads, soups and baked goods all created from scratch in real kitchens" (Sherr 2012). Mission statement Collins Foods' mission is to:"establish Collins Foods as a leading restaurant holding company, which operates premier brands where people love to eat and are proud to work" (About us, 2012, Collins). Goals/objectives Sizzler is trying to grow more 'relevant' in the current global economy, with its ever-expanding array of food options (Sherr 20120). Sizzler offers inexpensive, family-focused steakhouse dining and its goal is to craft a new image that is still appealing to customers today. Within the Australian market, it has stressed

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