The addition of new frozen Custard Concretes to our Million Drink Menu drives customer loyalty — and revenues
A cornerstone of SONIC®’s five daypart strategy is our exhaustive combination of refreshing drink choices. The Million Drink Menu features more than a million possible combinations of beverages and refreshing, iconic treats, and customers know when it comes time to tickle that sweet tooth, they only need to point their car in the direction of America’s Drive-InⓇ.
At SONIC, we’re committed to keeping customers coming back time and time again with an ever-evolving selection of beverages and frozen treats. Whether it’s a menu stalwart such as our cherry limeade or the introduction of new flavors in our signature frozen Custard Concretes line-up, this devotion to keeping our menu fresh is a key component driving our iconic brand’s innovation year after year.
“Our drinks menu is just one of the many reasons customers are devoted to their local SONIC, and that’s because we go out of our way to make sure every expectation and desire they have during their visit is met,” says Lori Osley, Senior Director of Franchise Development for SONIC. “When you look at other franchise concepts in the QSR space, we’re head and shoulders above the competition on both the diversity of menu offerings and the level of customer retention. That’s a winning combination for a franchise.”
SONIC is America’s Drive-In, serving more than 3 million customers a day at more than 3,500 locations nationwide. An iconic brand with a rich heritage encompassing more than 60 years, SONIC believes in excellent customer service and developing core relationships with customers and the communities where our franchise owners operate. Over the past six decades, SONIC has become an integral part of the American experience, and our menu is just one of the many reasons why. Here are a couple more:
Our Five Daypart strategy keeps customers coming back
One of the biggest advantages SONIC holds over the competition is our powerful five daypart strategy, which separates each service day into Morning, Lunch, Afternoon, Dinner and After Dinner. At the heart of this strategy is our diverse menu.
No other QSR can compete with our five daypart strategy, and that’s nowhere more clear than the breakdown of franchise performance during each of these dayparts. In fact, our five daypart strategy is so powerful that less than half of franchise revenues come from the Lunch and Dinner dayparts. Approximately 52 percent of average revenues are generated during the Morning, Afternoon and After Dinner periods.
Put another way, the highest margin products — breakfast, beverages and desserts — are driving the majority of our average revenues. That means bigger revenues and higher margins.
Innovative and popular marketing keeps our brand top-of-mind between visits
It’s one thing to say our customers come back again and again. It’s another thing when they are kept constantly reminded of their community’s SONIC through innovative and high-visibility marketing efforts, such as our award-winning Two Guys campaign.
When combined with television, print and billboard advertising as well as online social media strategies, the SONIC name and brand are always top-of-mind for our customers. That way, when they think, “I want a snack,” they think, “it’s time to go to SONIC.”
Learn more about SONIC franchise opportunities
You can make SONIC® Drive-In an integral part of your American experience by bringing America’s Drive-In to your community today. For in-depth details about the SONIC® Drive-In franchise opportunity, download our free franchise report. You can also learn more by visiting our research pages.