A +10% average menu price increase is far from uniform as evidenced by the analysis of a Sonic drive-thru menu board at the same location one year later. Pricing has become a very sophisticated endeavor with granular changes that vary dramatically.
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.
• Operators were more than eager to weigh-in with their opinions on plans to increase the national minimum hourly wage from $7.25 currently to $15 over the next few years.
• Our survey is well represented by 198 operators across different brands and geographies as outlined below.
• 91% of survey respondents think this initiative is flawed for a host of reasons which are organized and outlined below.
Sonic enjoys strong brand equity (particularly in core South Central U.S. markets) around its drive-in format with car stalls, friendly carhops and a plethora of specialty drinks & frozen treats.
Sonic enjoys strong brand equity (particularly in core South Central U.S. markets) around its drive-in format with car stalls, friendly carhops and a plethora of specialty drinks & frozen treats. Its drive-in format increases the chance that every customer will be...
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A Restaurant Research LLC Company