At the core of SONIC’s business model are seven distinct themes: the drive-in experience, customization, BLADE (breakfast, lunch, afternoon, dinner and evening) five-daypart strategy, technology, innovation, advertising power and operational excellence.
The Drive-In Experience
The SONIC Drive-In experience is all about customization, control and choice. Customers enjoy fresh, made-to-order food delivered right to their comfort of their cars.
Since our humble beginnings in the 1950s, SONIC has always focused on customization and providing what our guests want from our innovative, made-to-order menu. In fact, we offer more than one million unique drink combinations.
BLADE Five Daypart Strategy
SONIC has a wide variety of menu items to attract customers across five distinct dayparts (breakfast, lunch, afternoon, dinner, evening), including the full menu all day, premium chicken, snacks, robust frozen and fountain offerings.
SONIC’s integrated technology platforms allow personalization and customization of the SONIC experience via the customer’s mobile device, whether the customer is online, on-lot or anywhere else!
SONIC has been leading the way for technology innovation from its early years, when SONIC founder Troy Smith revolutionized the ordering process by installing curbside speakers allowing customers to place orders without leaving their cars. Today, we continually look for ways to innovate and improve customer service.
SONIC’s iconic Two Guys advertising campaign is one of the most successful advertising campaigns, providing instant brand recognition and unprecedented advertising muscle to SONIC franchisees on opening day and beyond. The Two Guys campaign establishes our brand even in markets where we do not yet have a physical franchise presence.