Sonic 2012 Annual Report Download - page 12

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96That's the
average Sonic service
satisfaction scorefor our
three Dr Pepper Sonic Games team medal winners
below. These company drive-ins have embraced and
benefitted from our sales- and profit-driving initiatives,
such as an added emphasis on customer service and
skating, a reduction in management layers between
drive-in operations and the corporate office, and a
new manager compensation structure in fiscal 2010,
all of which have led to improved performance.
Perhaps nothing illustrates the
resurgence of our company
drive-ins better than their
performance at the annual
Dr Pepper Sonic Games, which
pits the top qualifying teams
from all across the country in
competition at every key aspect
of drive-in operations. In 2012,
for the first time ever, company
drive-ins placed first, second
and third in these games. This
performance helps illustrate
the contributions of company
drive-ins to our business,
with improved sales and
profitability providing
meaningful value to earnings.
More important, company
drive-ins continue to present
one of the best opportunities
for enhanced earnings and
shareholder value over the
long term.
Gold
Medal
Greenbrier, Tennessee
Kelli Linville, Supervisor (left)
Tim Busby, Manager (right)
Welcome Back “Guys”
The return of the two guys format during the third quarter of fiscal 2012 allowed
us to reignite a multi-day-part promotional strategy with compelling products and
promotions that work effectively throughout the day. In contrast to many competitors,
our multi-day-part strategy is a critical element to driving consistently positive same-
store sales, since more than half of our business occurs outside of lunch and dinner.
Because many customers still had high awareness of the two guys, this creative strategy
provided instant brand recognition and enabled us to implement a layered day-part
promotional strategy to highlight a variety of products and promote all of our day-parts
more effectively in a shorter time frame. In addition, their distinctive brand of humor combined
with our brand of fun provide great opportunities to expand our presence in the social media landscape.
10
Bronze
Medal
Arvada, Colorado
James Martinez, Manager (left)
Alex Marizcurrena, Supervisor
(right)
Silver
Medal
Littleton, Colorado
Usama Khan, Supervisor (left)
Jose Ramos, Manager (right)
%
Excellent
Customer Service