Sonic 2009 Annual Report Download - page 13

If current economic pressures raise the bar in the minds of
consumers for satisfying food quality and service excellence for
all QSR concepts, how does one stand out in a marketplace
crowded with equally strong competitors? All things being
equal, it comes down to the brand experience. Where would
consumers rather go – not only to find a quick-service meal,
but also to enjoy the time spent doing it?
The Sonic experience, with drive-in dining, service on the
patio, or carryout in the drive-thru lane in many places, is like
no other in QSR. It's a fusion of fast-food's origins with all the
speed and convenience of the 21st century. It provides the
quick stop if that's what you want, or a place to linger with
family or friends to celebrate the simple joys of another day.
Add to that our incomparable Carhop service, which provides a
level of personal service and follow-up that cannot be matched
by indifferent counter service, and you have a dining
experience that's so distinctive it has helped us develop the
most loyal customer base in the QSR industry.
To keep this momentum going and retain a decided edge
in brand experience, we know that more work lies ahead. We
want to get better at what we do best. Over the coming year,
we will continue to develop promotions and introduce new
products that underscore the compelling choices we offer to
consumers. These efforts will focus on Sonic's highly
differentiated products, including our Coneys, Tater Tots and
fresh-made Onion Rings, and will capitalize on our leadership
position in drinks and desserts – all within a framework that
stresses quality, consistency and speed of service.
One of the most unique ways we can move Sonic forward
– beyond our renewed emphasis on quality food and
distinctive products – is to continue to leverage the brand
differentiation derived from our signature Carhop service,
particularly with greater emphasis on skating. Skating Carhops
increase the entertainment value of the Sonic experience and
resonate with customers in creating a more satisfying dining
occasion. As an added benefit, this translates into better
drive-in performance from a sales and profit perspective.
So in the coming year, you'll see more skating Carhops at
Sonic Drive-Ins than ever before as we push this aspect of our
service model, and with this, we expect to see even greater
loyalty and satisfaction from our customers. Skating Carhops:
giving a whole new meaning to the term "Joy Ride,"
we promise.
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In a time of look-alike fast-food places, all serving
similar versions of the same food at the usual
walk-up counters, Sonic delivers great food and
service in a unique setting for a distinctive
experience that few other QSR concepts can match.