The company also aims at increasing its revenues and market share as it becomes the preferred destination for fast drive in restaurant.
Sonics drive in style of service as well as the unique menu and orders delivered by Carhop makes it highly differentiated and preferred in the quick service restaurant industry. Moreover, the unique signature menu items made when one orders like six inch premium beef hot dogs, foot long quarter pounds Coney’s and chicken sandwiches makes it competitive (SONICÃ‚Â® Drive-In, n.d.). The company also derives its strength from the fresh made onion rings, tater totes and over a million drink choices. The variety of foods and drinks offered gives customers a wide range to choose from. Sonics customers also enjoy the drive-thru services and patio dining at most of their locations.
The company’s also brags of continued increase in the financial performance amidst expansion plans adopted in 2013. In 2013, the company noted an increase of 2.3% in sales of system-wide same store, a 60$ basis point improvement in drive-in level margins and a 20% rise in the earning per share on an adjusted basis (SONICÃ‚Â® Drive-In, n.d.). Good financial performance has made the company remain competitive in the industry. Finally, the company boasts of their innovative products, friendly service and their ability to engage with the customers through effective advertising and better media effectiveness which increased sales. Other areas that makes the company competitive is the focus made on healthier options with the introduction of freshly brewed diet green tea and premium chicken sandwich and egg burritos (Panczel, 2010).
The company has a marketing function charged with the role of creating awareness of the company’s products. Currently the department runs a “Two guys” creative campaign geared at reaching the greatest number of customers through advertising. The company has a central