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Ready for prime time: Western Sizzlin hot for Wood Grill, steak prototypes

Ready for prime time: Western Sizzlin hot for Wood Grill, steak prototypes

ROANOKE Va. Wood Grill Buffet concept as well as a redesigned, steak-focused prototype for its namesake brand. —Despite an environment that is shrinking the number of units in the buffet segment, Western Sizzlin is attempting to move into growth mode with its high-volume

Last month, franchisees opened two dine-for-one-price Wood Grill Buffet units in Southern California that officials say average close to $100,000 per week in sales in roughly 9,000 square feet. Similar units in Virginia average $5 million in annual sales, and company officials hope to “replicate the magic” in other markets. —Despite an environment that is shrinking the number of units in the buffet segment, Western Sizzlin is attempting to move into growth mode with its high-volume

At the same time, Roanoke-based Western Sizzlin has been testing a steak-and-salad-bar prototype that essentially removes the concept’s hot-buffet aspect, moving that concept more solidly into the grill category. An 8,000-square-foot test unit in Parkersburg, W. Va., open almost a year, is tracking toward $3.5 million in annual sales, more than double the $1.7 million average-unit volume of older versions of a similar size. —Despite an environment that is shrinking the number of units in the buffet segment, Western Sizzlin is attempting to move into growth mode with its high-volume

Bob Moore, the former Whataburger executive who joined Western Sizzlin as president and chief executive in July, said the goal is to open four franchise units of Wood Grill Buffet and four of the new-and-improved Western Sizzlin units per year going forward. Moore, who has been charged with stopping Western Sizzlin’s shrinkage and revitalizing the brand, said his focus is on defying current trends. —Despite an environment that is shrinking the number of units in the buffet segment, Western Sizzlin is attempting to move into growth mode with its high-volume

Western Sizzlin is attempting to rebuild at a time when this year’s macroeconomic challenges have sent at least two longtime competitors into bankruptcy. —Despite an environment that is shrinking the number of units in the buffet segment, Western Sizzlin is attempting to move into growth mode with its high-volume

Eagan, Minn.-based Buffets Holdings Inc., owner of Home-Town Buffet, Old Country Buffet and Ryan’s Grill Buffet & Bakery, filed for Chapter 11 in January, and the Ponderosa Steakhouse chain, owned by Plano, Texas-based Metromedia Steakhouses Co. LP, filed in October. —Despite an environment that is shrinking the number of units in the buffet segment, Western Sizzlin is attempting to move into growth mode with its high-volume

Western Sizzlin, a 46-year-old brand that once numbered more than 300 units in the 1980s, has also struggled, shrinking to 116 restaurants in 21 states, five of which are company owned. The company reported a $2.9 million loss for the nine months ended Sept. 30, compared to an increase of $2.9 million for the same prior-year period. Revenues were down nearly 1.3 percent to $13.2 million for the nine-month period. —Despite an environment that is shrinking the number of units in the buffet segment, Western Sizzlin is attempting to move into growth mode with its high-volume

The company has also expanded its investments in recent months under Sardar Biglari, chairman and chief executive of Western Sizzlin Corp. and an activist investor who also runs The Lion Fund investment firm based in San Antonio. —Despite an environment that is shrinking the number of units in the buffet segment, Western Sizzlin is attempting to move into growth mode with its high-volume

Through the fund and Western Sizzlin subsidiaries, Biglari has purchased stakes in companies such as Steak n Shake Co., where he is chief executive, and payment technology firm ITEX Corp. and asset-management firm Mustang Capital Advisors LP. A stock swap with quick-service chain Jack in the Box was also proposed in October but was temporarily discontinued until after regulatory compliance obligations were met. —Despite an environment that is shrinking the number of units in the buffet segment, Western Sizzlin is attempting to move into growth mode with its high-volume

Some buffet players, like Raleigh, N.C.-based Golden Corral, have been beating the odds. —Despite an environment that is shrinking the number of units in the buffet segment, Western Sizzlin is attempting to move into growth mode with its high-volume

Golden Corral franchisee Frisch’s Restaurants Inc., based in Cincinnati, posted a same-store sales increase of 1.2 percent among its buffet units for the quarter ended Sept. 23. —Despite an environment that is shrinking the number of units in the buffet segment, Western Sizzlin is attempting to move into growth mode with its high-volume

Moore said the macroeconomic climate is a “double-edged sword” for buffet restaurants. —Despite an environment that is shrinking the number of units in the buffet segment, Western Sizzlin is attempting to move into growth mode with its high-volume

On one hand, Moore said, “money isn’t exactly falling off trees. It’s difficult for franchisees to get funding, but not impossible.” —Despite an environment that is shrinking the number of units in the buffet segment, Western Sizzlin is attempting to move into growth mode with its high-volume

On the other hand, for the growing number of cash-strapped consumers, the concept of all-you-can-eat is particularly attractive. —Despite an environment that is shrinking the number of units in the buffet segment, Western Sizzlin is attempting to move into growth mode with its high-volume

At the new Wood Grill Buffet in Hesperia, Calif., diners can choose from 180 items on hot and cold buffet bars for $10.99 at lunch and $12.99 at dinner, including drinks. —Despite an environment that is shrinking the number of units in the buffet segment, Western Sizzlin is attempting to move into growth mode with its high-volume

Wood Grill is priced slightly higher than the $8 to $9 tickets common among other buffet operators, but Moore said the brand offers a higher-quality dining experience. —Despite an environment that is shrinking the number of units in the buffet segment, Western Sizzlin is attempting to move into growth mode with its high-volume

The buffet includes from-scratch dishes, ranging from fried chicken and baked potatoes to exhibition-style Asian stir-frys and roast beef carving stations. —Despite an environment that is shrinking the number of units in the buffet segment, Western Sizzlin is attempting to move into growth mode with its high-volume

“The whole environment is different,” said Lee Alvarez, who owns the Hesperia location. “It has better food and friendlier service.” —Despite an environment that is shrinking the number of units in the buffet segment, Western Sizzlin is attempting to move into growth mode with its high-volume

Alvarez aims to open at least two more units in Southern California. His company, Leemar Investments Inc., also operates eight El Pollo Loco units. —Despite an environment that is shrinking the number of units in the buffet segment, Western Sizzlin is attempting to move into growth mode with its high-volume

The first Wood Grill unit was opened by a franchisee in Charlottesville, Va., in 1998. The second, in Harrisonburg, Va., opened in 2006 as the company’s only joint venture, allowing the franchisor to tweak elements to position the brand for growth. Those stores are three-daypart operations, although Moore said the units in California likely would add breakfast. —Despite an environment that is shrinking the number of units in the buffet segment, Western Sizzlin is attempting to move into growth mode with its high-volume

Meanwhile, Western Sizzlin is working with a franchisee on the new prototype with the same grilled proteins and salad bar, but little in the way of a hot buffet. The average check is about $8.70. —Despite an environment that is shrinking the number of units in the buffet segment, Western Sizzlin is attempting to move into growth mode with its high-volume

John Comstock, Western Sizzlin’s marketing director, said the move brings the brand closer to its roots, simplifying operations. —Despite an environment that is shrinking the number of units in the buffet segment, Western Sizzlin is attempting to move into growth mode with its high-volume

The Sizzler USA chain made a similar move several years ago, closing most of its hot buffets and focusing on the grill and salad bar. —Despite an environment that is shrinking the number of units in the buffet segment, Western Sizzlin is attempting to move into growth mode with its high-volume

Western Sizzlin is also working on an express variant to fit into airport or mall sites, offering franchisees lower build-out costs. —Despite an environment that is shrinking the number of units in the buffet segment, Western Sizzlin is attempting to move into growth mode with its high-volume

A 2,800-square-foot test unit operated by the company in Tupelo, Miss., however, is showing disappointing results so far, Moore said. —Despite an environment that is shrinking the number of units in the buffet segment, Western Sizzlin is attempting to move into growth mode with its high-volume

The company also operates five Great American Buffet restaurants, an all-buffet concept that Moore said may be converted to Wood Grill Buffet. Western Sizzlin also operates three Quincy Steakhouse restaurants, remnants of the chain acquired in 2001 and converted to the namesake brand, except in markets with Western Sizzlin locations. —Despite an environment that is shrinking the number of units in the buffet segment, Western Sizzlin is attempting to move into growth mode with its high-volume

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