An existing side-fired steam reformer is simulated using a rigorous model with proven reaction kinetics, incorporating aspects of heat transfer in the furnace and diffusion in the catalyst pellet. Thereafter, "optimal" conditions, which could lead to an improvement in its performance, are obtained. An adaptation of the nondominated sorting genetic algorithm is employed to perform a multiobjective optimization. For a fixed production rate of hydrogen from the unit, the simultaneous minimization of the methane feed rate and the maximization of the flow rate of carbon monoxide in the syngas are chosen as the two objective functions, keeping in mind the processing requirements, heat integration, and economics. For the design configuration considered in this study, sets of Pareto-optimal operating conditions are obtained. The results are expected to enable the engineer to gain useful insights into the process and guide him/her in operating the reformer to minimize processing costs and to maximize profits.