Sonic 2014 Annual Report Download - page 9

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For years now, Sonic steadily has made many significant quality improvements
across our menu, featuring premium chicken sandwiches, six-inch premium
beef hot dogs, and, of course, Real Ice Cream. Combined with Sonic’s ongoing
success in menu development, these product enhancements have resonated
with customers and have emerged as key sales drivers. Since introducing our
new chicken sandwiches in the fall of 2012, as well as Super Crunch Strips and
Jumbo Popcorn Chicken, we have experienced a 66% increase in chicken sales
over the past three years. Similarly, with our successful Summer of Shakes
and Master Blasts premium categories, Real Ice Cream sales have increased
48% during that same time frame.
The challenge is to keep that excitement going,
continually aligning and realigning with
changing consumer preferences in new and
different ways, constantly pushing the edge of
imagination. To help ensure continued momentum
with menu development, Sonic recently opened our
state-of-the-art Culinary Innovation Center to test
recipes and ingredients, explore new tastes,
capture customer feedback, and examine
a host of other factors that blend to define
the final dining experience at Sonic. That’s
what our customers expect. That’s what
we expect!
And the
survey says...
You may be surprised to know that in a recent
survey of restaurant-goers, Sonic outscored many
casual dining restaurants, fast-food restaurants and
convenience stores in areas like food taste and overall
satisfaction. Sonic’s score for food taste even bested
the fast casual category.
7
This year, we gave our Real Ice
Cream newfound portability when
we introduced a new line of Wafe
Cone Sundaes, available in three
avor combinations: REESE’S
Peanut Butter Cups® & Chocolate,
SNICKERS® Bar & Caramel and
M&M’s® Candies & Strawberry.
Of course, these are just opening
suggestions because, like everything
else at Sonic, our Wafe Cone
Sundaes can be customized to take
your taste buds just about anywhere.