Sonic 2001 Annual Report Download - page 8

■By Chet R. Pepper
Staff
In today’s hurry-up, now-or-never, fast-paced world,
some people assume that quality and taste are missing
ingredients in the fast-food industry. Sonic Drive-Ins
are proving that nothing could be further from the truth.
Sonic is known for making food that is mouth-
watering, hot and made-to-order. It’s that approach
coupled with an emphasis on food quality - both
fundamental to the company’s culture - that sets Sonic
apart from the competition. Unlike many fast-food
places that aspire to offer made-to-order menus, or
even promise something of that sort, such goals
are seldom truly accomplished and often
become a matter of semantics. Customers
know the difference, however, and they
continue to reward Sonic for operational
practices that revolve around the real
definition of "fresh" by coming back
again and again to enjoy quality, great-
tasting food prepared after it is
ordered and served in just minutes.
It’s no wonder that Sonic leads the
pack in customer frequency.
Customers also return because they
crave the unique and varied menu
choices that only Sonic offers. Unlike others, Sonic’s menu includes
interesting options that add to the dining experience - items such as
Ched ‘R’ Peppers®, Tater Tots, freshly made Onion Rings, Extra-Long
Cheese Coneys, Toaster®Sandwiches and Mozzarella Sticks. But there’s
more. Want chili on that Coney? No problem. Extra jalapeños? You
bet. Hungry for a Chicken Strip Dinner or a BLT? Thought you’d never
ask. Menu variations are limited only by customers’ imaginations - one
more example of how customers drive the dining experience at Sonic.
Of course, Sonic offers classic drive-in favorites too. The juicy, 100%
pure beef Sonic Burger is individually prepared the way each customer
likes it. Then there’s the SuperSonic™ Cheeseburger, with bacon, chili or
fresh tomatoes. Fries: plain or with chili and cheese. For kids, Sonic’s
special treatment includes the always popular
Burgers and Hot Dogs, but
Corn Dogs, Grilled Cheese
Sandwiches and Chicken
Strips are helping create
future generations of loyal
customers.
The other side of Sonic’s
menu includes an equally unlimited
number of satisfying, thirst-quenching options. The company’s Frozen
Favorites®desserts and Fountain Favorites®drinks, including refresh-
ingly different choices like Cherry Limeades, Slushes and Ocean Water®,
always hit the spot, especially now that Sonic has encouraged customers
to "Get an ADD-itude!™" by conjuring up their own drink inventions
using a selection of special flavors. The same holds for desserts,
where the recent introduction of Premi-YUM!™ Shakes, featuring
Sonic’s signature Cream Pie Shakes, expands a selection of
favorites such as Hot Fudge Sundaes, Banana Splits and other
ice cream delights. In fact,
soft drinks and ice cream
now account for over one-
third of Sonic’s sales.
For Sonic customers, all of this adds up to a one-of-a-kind
dining experience. It starts with perhaps the most unique
menu in the quick-service segment of the restaurant
industry, augmented by a steady flow of new product
specials each month, to give customers literally
hundreds of menu options (and the unabashed
freedom to play with their food). Combine
Sonic’s commitment to made-to-order fresh-
ness, and it’s easy to see why customers are
driving to Sonic in huge numbers, rewarding
Sonic with the highest level of customer loyalty
in the quick-service segment. Of course, any
good cook knows that it’s impossible to keep
a prize recipe secret for long, and the word is
definitely spreading about the most highly
differentiated concept in fast food. ■
THE DAILY CRUISER PAGE 8
Chicken Club
Toaster®
A Recipe
Success
FOR