Sonic 2009 Annual Report Download - page 7

Consumers today are pulled in different directions as they
determine how and where to spend their dining dollars. We
know a big part of their decision revolves around choice, and
Sonic has built its reputation with a diverse menu that provides
all the things you would expect, such as great burgers, along
with healthier alternatives like salads and wraps, wheat buns,
and apple slices and bananas as optional side items. Going
well beyond the standard fare, however, Sonic offers signature
choices like our famous Tater Tots, fresh-made Onion Rings, and
awesome drinks, shakes and desserts, like our new line of
Limeade Chillers. And there's more where that came from –
creations like our Extra-Long Coney with Chili and Cheese or
just about anything else you could imagine to top it off. In fact,
almost everything at Sonic can be customized to suit any taste
or preference, and Sonic's menu is available all day long –
morning, noon and night – to give customers more variety for
meals or snacks.
Still, the current recession, with its adverse impact on sales,
has been a humbling experience for most companies. It also
has been instructive to those willing to recognize its signs for
the present and future, revealing among other things that
consumers not only have become more careful with their dollars,
they also have developed higher expectations for what those
hard-earned dollars should buy. For restaurant companies,
this means good food, fast service and order accuracy are
paramount. Now, more than ever, value has become an
essential element in the consumer's decision-making process –
in many instances an outright qualifying factor.
To stay in the game with these budget-sensitive
customers, Sonic implemented an Everyday Value Menu at the
end of 2008 to offer economy-sized portions of 11 unique
items that appeal at all day parts. The addition of these
selections, combined with the success of Happy Hour and other
product promotions, enabled Sonic to maintain relatively level
customer traffic throughout the past year against a backdrop
of declining traffic overall for the QSR segment during that
same time. Over the long run, our strong line-up of premium,
distinctive products and combo meals will work to increase
check amounts, giving us additional strength at both ends of
the spectrum.
At Sonic, we know what drives our customers. We know
that choice matters. We can see it on their smiling faces.
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It may be a quick bite on the run or just dinner after
the big game, but who says it can't be fun too? At
Sonic, the fun starts with a menu loaded with things
you can't find anyplace else, and we keep it going
with classic Carhop service curbside or on the patio.