Industry News | January 30, 2014

Sonic Announces the Return of Pretzel Dogs

Sonic Drive-In announced Pretzel Dogs are back by popular demand. In addition to the Cheesy Bacon Pretzel Dog and Original Pretzel Dog, Sonic introduced the new Chili Cheese Pretzel Dog to its lineup of hot dog options.

“The customer demand for our Pretzel Dogs last summer blew our sales projections away, selling four times more than anticipated,” says James O’Reilly, chief marketing officer at Sonic Corp. “We’ve been serving premium hot dogs for a few years now and they have always done well for us, but the introduction of the Pretzel bun at the start of its popularity really pushed the Pretzel Dog beyond expectations. Though it started as a limited-time offering, our consumers loved it so much that we knew we had to bring back the Pretzel Dog with a new twist.”

The new Chili Cheese Pretzel Dog, topped with Sonic’s signature chili and melted cheese, marries two flavors in an unexpected way. The Chili Cheese Pretzel Dog joins the Cheesy Bacon Pretzel Dog, topped with bacon, grilled onions, and warm melted cheese sauce, and the Original Pretzel Dog, topped with classic yellow mustard.

Sonic first launched its Cheesy Bacon Pretzel Dog and Original Pretzel Dog on July 1, 2013. Sales ballooned to four times original projections.

“We take great pride in serving high-quality menu items that start with classic flavors, like chili and cheese, and add something special,” says chef Claes Petersson, vice president of product innovation of Sonic Corp. “You can see our commitment to quality throughout our menu, especially with our Pretzel Dogs, which offer the quality you might associate with a casual dining experience in a fast food format.”

All of Sonic’s Pretzel Dogs feature 100-percent beef hot dogs, nestled in a pretzel bun. All three are available through February at participating Sonic Drive-Ins nationwide.


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