Sonic 2015 Annual Report Download - page 9

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What could be better than Sonic after
school, study hall, a pep rally, game
day, date night, a great movie, morning
errands, afternoon shopping and
whatever else defines your day? At
those times, and in those moments,
eating at Sonic makes friends feel
so right, family ties bind so tight
and memories in the making seem
so bright.
A QSR innovator for more than 60
years, Sonic has steadily raised service
standards by helping to pioneer
diagonal drive-in stalls, adopting
remote communications so every
customer is always first in line and
perfecting fast and convenient order
delivery car-side. Today, Sonic’s new
technology initiatives will increase
connectedness with our customers,
particularly millennials who over-index
with the brand and lead the way in
technology use.
Last year, Sonic began the
implementation of our Point of
Personalized Service system, or POPS,
which provides a visual, interactive
display of our promotions and limited
time offers to give customers an
unparalleled experience. POPS, now in
year two of a three-year roll-out period,
improves order accuracy by displaying
to the customer the exact order
details before the order is placed.
Each customer also receives a
suggested day-part-appropriate menu
item to complete the customer’s meal.
Additionally, POPS integrates with our
new point-of-sale (POS) system, greatly
streamlining the order process. POPS
also provides a platform for future
technology advances, including mobile
application integration, customer
loyalty and customer relationship
management (CRM).
Of course, the ultimate tool for
customer engagement continues to
be our quintessential Carhop service.
Carhops ensure that every customer
receives fast service and a great
experience at Sonic. Every time!
Technology continues to connect us.
Innovative since 1953,
See pages 10-11 to learn how technology
connects us and improves our business.
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