Posted by & filed under Part 1 Business in a Global Environment, Part 4: Marketing Management.

Description: Sonic Drive-In (SONC), which bills itself as the “ultimate drink stop,” recently doubled the total number of beverage permutations at its restaurants to more than 1 million. It hopes to give customers a few (hundred thousand) more reasons to stop in during an increasingly important sales period: “Happy Hour,” an interval between lunch and dinner.

Source: Businessweek.com

Date: May 31, 2013

Link: http://www.businessweek.com/articles/2013-05-31/forget-breakfast-dot-sonic-drive-in-wants-the-after-school-crowd#r=hpt-lst

Questions for Discussions:

  • What is the strategy the firm is employing to differentiate itself from competitors?
  • Do you think the concept of “snack-time” at a fast-food restaurant will work?

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