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.
Date: May 31, 2013
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?