Jul 23, 2020
JAPAN – The Sizzler restaurant chain, a cooperating partner with USA Rice in Japan for several years, is currently promoting U.S.-grown rice dishes at all 10 of their locations here. The special promotion, “Discover America Fair,” that runs through August 23 was begun earlier this year but had been temporarily suspended due to the COVID-19 pandemic.
“2021 marks the 30th anniversary of Sizzler’s introduction in Japan, and to celebrate, the company is conducting a year-round ‘fair’ to introduce American food culture to their customers,” said Jim Guinn, USA Rice director of Asia Promotion Programs. “The theme of the Discover America Fair’s second round is ‘Gulf Southern,’ and spicy dishes such as shrimp jambalaya salad made with U.S. medium grain rice will be served at the restaurants’ salad bars.”
Sizzler’s special Cajun menu is being promoted on social media platforms and via digital signage. USA Rice is using social media more heavily now since normal promotion programs have been either curtailed or postponed due to the global pandemic.
“COVID-19 has had a negative impact on the restaurant business worldwide and Japan is no exception” said Guinn. “Take-out service is making up for some in-house dining traffic, and fortunately, Sizzler was able to incorporate the Gulf Southern Jambalaya Salad into their take-out menu.”
To accommodate the foodservice pivot to take-out, USA Rice in Japan created five new restaurant recipes made with U.S. medium grain rice that are suitable for take-out and can be safely handled and delivered to consumers.