Sonic

The Dawn of Daylong Breakfast?

Consumer demand for breakfast all day is at an all-time high. Will operators respond?
Quick service restaurants debate adding all day breakfast hours.
With consumer demand for breakfast served all day at an all-time high, quick-serve brands like Chronic Tacos are choosing to not limit their breakfast hours.

While breakfast may not be the quick-service industry’s biggest daypart, there could be enough demand for breakfast foods to become a daylong staple.

According to the National Restaurant Association’s (NRA) 2015 Restaurant Industry Forecast, seven out of 10 consumers say they want restaurants to serve breakfast throughout the day. Millennials are more interested in breakfast for dinner than any other age group before them.

Diamonds in the Rough

The fast-casual renaissance that has taken over the restaurant industry in the last decade has lately infused excitement and momentum into the broader limited-service sector. Market research firm Mintel found that sales at fast-casual restaurants grew 10.5 percent last year, compared with 6.1 percent growth from quick-service restaurants.

Sonic Signs Endorsement Deal with NBA Superstar Durant

Sonic Drive-In announced it has reached a multi-year endorsement agreement with Kevin Durant—the 2014 NBA MVP, five-time NBA All-Star, Olympic gold medalist, and Male Athlete of the Year ESPY Award winner—as a national brand ambassador to collaborate on the development of balanced menu items and promoter of co-branded philanthropic efforts.

Two Sonic Execs Recognized with Promotions

Sonic Drive-In, the nation’s largest chain of drive-in restaurants, announced the promotions of Paige Bass and Anita Vanderveer. Previously serving as vice president and general counsel, Bass now holds the title of senior vice president and general counsel. Vanderveer was promoted from vice president of people to senior vice president of people.

In Time for Fall, Sonic's Limeades for Learning is Back

Today, SONIC Drive-In, the nation’s largest chain of drive-in restaurants, announced the return of its annual Limeades for Learning initiative. This national award-winning and voter-driven philanthropic campaign provides much needed supplies to local public school teachers facilitated through SONIC’s partnership with DonorsChoose.org. With this year’s funding, SONIC will have contributed more than $4 million to increasing the quality of education for students in need.  

Snapchat's Disappearing Photos Inspire One-Day LTO at Sonic

Sonic sent images like these over Snapchat to promote its one-day LTO. Sonic

If you blink, you might miss it: Quick-serve restaurants have slowly set out to tackle the next social media marketing platform, the photo messaging smartphone app known as Snapchat. The app’s disappearing photos, known as “Snaps,” inspired drive-in brand Sonic to create its first Snapchat promotion, a one-day LTO mystery-flavored slush drink.

Following in the footsteps of Taco Bell, the first brand to turn to the platform, Sonic took a risk in only using social media to announce the LTO promotion, which ran August 21.

Sonic Drive-In Launches Cheesy Bread Dog

Sonic Drive-In announced the launch of Cheesy Bread Dogs, a twist on the traditional hot dog with cheese baked right onto the bun.

The Ultimate Cheese and Bacon Cheesy Bread Dog takes a hot dog bun with cheddar cheese baked right on it and tops the 100 percent pure-beef dog with cheddar cheese sauce and bacon. The Garlic Parmesan Cheesy Bread Dog takes the same pure-beef dog and cheddar bun and adds Garlic Parmesan Sauce and grilled onions.

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