Just weeks after launching its first-ever digital rewards program centered around the SONIC App to appeal to tech-savvy diners, Sonic Drive-In is now expanding its value strategy to the general public.
The promotion, which hits menus this week, starts with a new combo meal called the Big Deal Meal that costs $7, which includes a Sonic Cheeseburger, a small order of Premium Chicken Bites, a medium drink (soft drink or iced tea), and a choice of medium tots or fries as the side. The price does not include tax, however.
The chain is also updating its $1.99 value menu, where all items are available à la carte as per usual. This means customers can make affordable purchases without having to rely on a full combo meal.
On the refreshed $1.99 menu, customers can choose from items such as the Jr. Bacon Cheeseburger and the Cheesy Baja Crispy Tender Wrap. For dessert, there’s a vanilla soft serve cup or a small root beer float.
“At SONIC, value shouldn’t mean sacrificing flavor,” Sonic said in its official announcement.
It’s certainly a smart move for a brand that’s best known for its quirky appeal, pop-culture advertising, and, most importantly, carhop service. By making such solid deals that do not require downloading an app or hunting for coupons, Sonic is betting that old-school value will draw more people back to the drive-in, especially at a time when wallets are tight.
Sources: Business Wire, QSR Magazine