SLRT, operator of the Thai branches of US-based Sizzler steak-houses, expects sales growth of up to 10 per cent after spending Bt80 million to open three new branches this year, said general manager John Heinecke.

He said the New Year's Eve bombs in Bangkok made only a small impact on Sizzler's business, as customers returned to the restaurant chain in the first week of the year.

Last year, the company recorded 5 million customers and expects 5.5 million with the three new branches in Bangkok and upcountry.

Customer spending averages Bt200 per head.

Sizzler now has 30 branches nationwide, including seven upcountry: one each in Chiang Mai, Phuket, Hat Yai, Nakhon Ratchasima, Udon Thani, Pattaya and Hua Hin.

To boost its sales to meet the target, the company has set a budget of Bt80 million for event marketing and commercial advertising.

The first event this year is the "Sizzler Summer Breeze in Melbourne" promotion, which runs from now to the end of April. Customers visiting any Sizzler location will receive a coupon for a lucky draw, the prize being a three-day/four-night package tour in Melbourne.

The company has earmarked Bt14 million for this promo-tion.

"Demand for steak showed strong growth after we launched our Bt139-menu marketing campaign last year that boosted our customers from 4 million to 5 million," Heinecke said.

With the initial success from the price promotion, Heinecke said the company was able to expand its customer base enough to where there were no plans repeat it this year.

"We have other new promotions, the first being 'Sizzler Summer Breeze in Melbourne', to drive our sales in the first half of this year," said Heinecke.

Somluck Srimalee

The Nation