SONIC franchise won big on delicious take on a playful
and popular food trend
SONIC, America’s Drive-In franchise, won national media attention for the roll-out of one of the most playful menu items in recent memory: The Pickle Slush.
Americans are wild about pickles, and in recent years, pickles have become trendy for their ability to enhance almost any flavor combination. By elevating them above add-on status, SONIC made pickles the star of their very own slushie drink.
“Quite simply, pickle juice is fun,” says Scott Uehlein, vice president of product innovation and development for SONIC. “Nothing says summer like a SONIC slush, and only SONIC could bring a completely on-trend beverage flavor into 3,500 restaurants.”
The Pickle Slush was a bona fide hit with the national media, as dozens of publications from USA TODAY, Time, People, Mashable and more rushed to cover the iconic franchise’s brand new frozen treat. In a recent profile of the Pickle Slush, Food & Wine explained what makes SONIC’s bold summer treat so unique:
“And the drink is exactly what it sounds like: a sweet slush flavored with pickle juice,” Food & Wine reports. “As could be expected, the beverage is bright green — in a way no brine of pickles ever has been — but this is SONIC, so everything should be a little fluorescent and playful.
“We tasted the drink at Sonic’s headquarters in Oklahoma City, and it’s surprisingly delicious (and makes a good accompaniment to burgers and/or tots and/or corn dogs),” the publication continued. “Sweet and tangy, the bright brine compensates for the over-savoriness you might have been worried about. You won’t understand why, but you’ll keep going back for more sips, likely until it’s all gone.”
Menu innovation drives sales and excites customers
While the Pickle Slush inspired think pieces and rave reviews by news outlets and fans on social media, this playful treat is part of SONIC’s consistent strategy to deliver exciting menu items that drive sales to franchisees and prod the brand’s millions of loyal customers into trying something new.
Recently, SONIC has rolled out a delicious new mushroom-infused burger that is more environmentally conscious without sacrificing the taste that SONIC is known for. SONIC also launched Crispy Tenders, a delicious update on chicken tenders. This continued commitment to updating what already is one of the QSR industry’s most innovative menus is a winning way to deepen the brand’s connection to its fans — and they return the favor. When SONIC rolls out a product, fans rush to YouTube and Facebook to post videos, many of which are viewed thousands of times.
Alongside these delicious menu additions, SONIC is making its customer experience more convenient than ever. In late spring, SONIC launched its revolutionary mobile app, which allows SONIC fans to order from their local franchise restaurant with their phones. SONIC fans can customize their order to their liking, pay for their order and have their food in hand mere minutes after pulling up to the restaurant.
“At the heart of who we are is innovation,” says Vice President and Chief Marketing Officer Lori Abou Habib. “We are constantly looking for new ways to make the experience at SONIC greater and more memorable. The people who work at SONIC are incredibly entrepreneurial and want to make sure we are meeting our consumers’ needs and surprising them.”