Sonic’s positioning works well in the current operating environment and, hopefully, will translate into new development, a national footprint and sufficient marketing scale to properly communicate the brand’s strong core equities.
Sonic Benchmark Report
Sonic enjoys strong brand equity (particularly in core South & Central Plains markets) around its drive-in format with car stalls, friendly carhops and a plethora of specialty drinks & frozen treats. Its unique drive-in format increases the chance that every customer will be first in line, served by car hops (brand ambassadors) that help to generate high scores for friendliness. This format also allows customers to take their time ordering without concern about slowing a drive-thru line.