QSR Magazine: Sonic Seeks More Differentiated Value Promotions

Sonic has decided to steer away from deep discounting of its products. According to a recent article in QSR Magazine, the brand has shifted its focus to promoting products that are more unique to the company in order to entice customers.

“Unlike just large bundled offers, our view was that these types of promotions highlight our higher-quality differentiated products," said CEO Clifford Hudson. " And as a result, as customers use them, they are more likely to drive loyalty, more likely to ensure that our drive-ins are able to offer guests better service because of the nature of those products, the core menu items that operators have been delivering for decades.”

Along with this new focus, the brand has eliminated 17 items from its menu and is working to develop healthier items to appeal to consumers.