How Sonic Is Customizing POP Messaging

October 26, 2016

Sonic Corp. delivered disappoint results for its Q4, ended Aug. 31, 2016: System same-store sales decreased 2% (-1.8% same-store at franchise drive-ins; -3% at company drive-ins) due to a decline in customer traffic that higher prices and a higher average could not offset. Management pointed to a “persistent industry-wide slowdown that began in late April” coupled with its lapping very strong sales a year ago as reasons for the performance.

It also reported that its ice cream business had “underperformed” this summer, a decline that CEO Cliff Hudson attributed to “meaningful encroachment from the grocery channel where ice cream sales