Sonic Corp. Leverages New Consumer-Facing Technology to Fuel Profits

April 7th, 2015 by Fiedler Group

Fueled by the roll out of new consumer-facing programs, Sonic Corp. recently indicated positive sales trends should continue through the rest of the fiscal year.

The Oklahoma City-based drive-in restaurant company reported a growth in earnings and 11.5 percent same-store sales growth in the second quarter.

The fast food chain also projected profits to grow up to 27 percent for the year, compared to its earlier project of up to 20 percent.

The restaurant company known as “America’s Drive-In” recently introduced a technology-based Point of Personal Service (POPS) program as well as an integrated customer engagement (ICE) program, in addition to menu promotions featuring fruit-based sodas and new hot dog products.

Cliff Hudson, Sonic Corp.‘s chairman, president, and CEO, commented on the company’s POPS program noting its “implementation is just a foundation of the series of technology initiatives to drive a more personalized customer experience…”

Sonic’s ICE program — which already leverages mobile, digital, social, and app payments — is expected to add a gifting component in the next quarter.

The ICE technology is currently found in 1,000 Sonic locations and helps personalize and customize the consumer’s experience.

Hudson believes that the mobile app — which is expected to be available across Sonic’s system by the end of 2015 — helps the company interact with patrons in a more personalized manner than its competitors.

With the app’s focus on its relationship with consumers, it’s not surprising that the brand plans to integrate a loyalty program within the app as well.

The retro carhop fast food company currently has restaurant locations in 44 states and is targeting opening 50 new drive-in locations this fiscal year.

Learn more about how Fiedler Group has worked with Sonic in architectural design development and permit acquisition of new stores in Riverside and San Diego counties.