Sonic 2004 Annual Report Download - page 7

Does it get any better than this? Few things make a mom happier than a mealtime when everyone is excited
about the food. In fact, Sonic is one of those rare places that can promptly settle almost any disagreement about
where to go for a quick, convenient meal – or a special treat, because everyone in the car is sure to find a favorite.
At Sonic, we’re all about feeding our customers' desires for choices. Our made-when-you-order menu is among
the most distinctive for quick-service restaurants, with items you won't readily find elsewhere. We go well beyond the
basic bill of fare that may come to mind when you first think about fast food – burgers, fries and soft drinks, offering
instead a diverse selection of sandwiches and treats to tempt any taste. At Sonic, our customers can choose from
traditional favorites (seven different burgers just to start) or signature selections like Extra-Long Cheese Coneys,
Tater Tots, and hand-battered Onion Rings. Drink choices also abound to take our customers well off the beaten path
to a place where Cherry Limeade reigns supreme – and still symbolizes the virtually countless flavor combinations
for our sandwiches, drinks and desserts, which are limited only by our customers' imaginations.
And we've worked to stay in step with those watching their calories, expanding our menu to include fresh and
nutritional choices like grilled chicken wraps or our cool, crisp Fresh Tastes™ Salads with fat-free or light dressings.
We even have a low-calorie version of our famous Cherry Limeade.
Steve Gonzalez, Director of Operations
The Rodney Warren Group, Sonic Franchisee
Lubbock, Texas
“Not many places offer the kind of menu, the made-
when-you-order quality, and the speed of service
that you find at Sonic. Giving the customer more
variety is great, but you can't sacrifice quality or
fast order-delivery times in the name of choice.
Actually, when you think about it, customers
want it all and expect it all. And when you
deliver on that promise, you see the results
in higher same-store sales, increased traffic,
and improved drive-in profits.”
But the choices really only begin with our variety. At Sonic, with our entire menu
available all day long, we offer time-of-day choices that others can't or won't match. Here,
it's just as easy to enjoy a popular Breakfast Burrito or Pancake on a Stick at 10 o'clock at
night as it is at 8 o'clock in the morning. The same holds true for those who crave chicken
wraps or Ched 'R' Peppers® as the sun rises.
With all these choices in mind, combined with Sonic's legendary carhop service, it's easy
to understand why customers continued to drive our sales to record levels in 2004. With
something to satisfy everyone, all through the day, our customers continue to vote "yes" for
Sonic, which contributed to strong same-store sales growth, increased traffic, higher average
tickets, and greater drive-in profits for the company and our franchisees. More important,
the choices we offer keep us on our journey to greater relevance and to becoming America's
most-loved restaurant brand.
Bill and Brenda kick off the
weekend with Sonic desserts.
As Bill explains, “Most every
Friday, for as long as we can
remember, we've been coming
to Sonic to wind down for the
weekend with our favorite desserts. While this visit has
become a habit for us, we must admit it's still difficult to
make up our minds when we get here. There are so
many choices at Sonic – not to mention the fact that we
can customize any dessert we please – who can decide?”
Other 6%
Delicious
Choices for
Every Customer
Burgers 19% Chicken 7%
Coneys 6%
Faves and
Craves 19%
Frozen/Fountain 30%
Toasters 6%
Breakfast 7%
p.5