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“ Brand? Performance?
All I know is the
shakes are awesome.
End of story!”
CU S T O M E R V . I NVESTOR:
A “square off”discussing
Sonic’s Summer of Shakes®
Maggie
Shake Connoisseur
“Our full menu–
all day–
sets us apart”
Many people go for breakfast
only to find that time works
against them: too late for that,
you must order lunch. Likewise,
when was the last time your
craving for breakfast at 8:00
p.m. went unfulfilled because
you could only order from the
nighttime menu? Explain that to
the guy who works the third
shift. Well, at Sonic, we don’t
let the clock manage our menu,
we let you manage the menu.
Everything on it is available all
day long. Whether it’s an
Ultimate Meat & Cheese
Breakfast Burrito™ and Red
Button Roast™ coffee in the
afternoon or a Chicago Dog,
Tots and a Cherry Limeade at the
crack of dawn, it’s your call.
7
Tom: I like the strength of Sonic’s line-up of drinks and desserts. ey
really differentiate Sonic in the market. During warmer weather, this edge
is particularly powerful, and I was pleased to see Sonic leverage that
strength with its Summer of Shakes promotion this past summer.
Tom: I admit, the new flavors were a nice touch, capitalizing on Sonic’s
use of real ice cream. With 25 new choices, the Summer of Shakes
promotion was another important contributor in the company’s fourth
quarter results, driving traffic, same-store sales and drive-in profitability.
Tom: at’s a good point. Sonic not only delivers quality and flavor, it
allows customers to customize their orders in ways that others just
cannot do. at’s one of the reasons the brand is growing and its
performance is on the upswing.
Maggie: I don’t know what you mean about leverage, but I do know that
the Cherry Cheesecake Shake is the best ever. Last time, I had two.
Maggie: What’s really important is the way you can change things up at
Sonic. Did you know they let you add almost anything to anything? Like
with the Coconut Cream Pie Shake, which is delicious all by itself, I
discovered it is even better with banana slices.
Tom
Growth Investor