Sonic 2015 Annual Report Download - page 5

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Riding this new wave of technology and interconnected with our menu
innovations and day-part initiatives, Sonic’s media strategies continue
to deliver our key consumer messages in new and creative ways. From
year-round national media marketing, which provides effective and efficient
exposure advertising for Sonic, to the iconic “Two Guys” who make our ads
instantly recognizable by viewers, to our exclusive marketing tie-in with
NBA All Star and 2014 Most Valuable Player, Kevin Durant, Sonic’s media
strategies continue to resonate with our audience and help drive sales,
volume and customer enthusiasm.
Our ongoing success in all of these areas increasingly provides our
franchisees with a strong financial validation for expansion in new and
existing markets. During fiscal 2015, franchisees opened 38 new drive-ins,
which along with three company drive-in openings, reflected the fastest
overall pace witnessed since 2011.
Another, longer-term indication of how our franchisees embrace the
opportunity that Sonic offers can be seen in the two significant area
development agreements signed in the past year. One will result in the
opening of five new drive-ins in Rhode Island beginning in fiscal 2016 – and
marking Sonic’s entry into its 45th state – and another that will add eight
new drive-ins in the Albany, NY area to complement our recent growth
in upstate markets there. Together with expansion activities elsewhere
by our existing franchise community, Sonic’s development pipeline now
encompasses more than 375 future drive-ins.
As our business continues to evolve and strengthen, so too do our Board
of Directors and management team. In April 2015, the Board appointed
Susan E. Thronson to fill a vacancy resulting from the recent retirement
of Michael Maples. Susan most recently served as Senior Vice President,
Global Marketing for Marriott International, capping a 24-year career with
that company during which time she held progressively higher marketing
management positions. She brings impressive leadership experience in
franchising to our Board along with an in-depth knowledge of brand and
digital marketing. We look forward to her contributions as a director of
the Company.
In closing, I hope you share my sense of enthusiasm and confidence about
what Sonic and its franchisees have accomplished over the past year. Still,
the opportunity to improve further – and grow farther – awaits us as we
continue building a stronger brand. Moving into fiscal 2016, the full and
increasing engagement of our multi-layered growth strategies should
provide a solid catalyst for improved top- and bottom-line performance,
creating greater value for shareholders and successfully taking Sonic to
multiple new markets and many new, happy customers.
Sincerely,
Clifford Hudson
Chairman, CEO and President
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