Sonic Wins With ‘VLTOs’; Revamping Burgers

October 20, 2015

Sonic Drive-Ins reported sales that vindicated its targeted daypart marketing strategy. At the same time, the company said it soon will make improvements in the menu category it has ignored for the past two years: burgers.

For its fiscal year ended Aug. 31, 2015, Sonic reported a 7.3% increase in same-store sales (7.3% for its 3,139 franchised units and 6.9% for the 387 company-owned stores). For Q4, comp sales were up 4.9% for franchised and 4.5% at company units. Pricing increases accounted for 3% of the gain for fiscal 2015.

Targeted promotions direct sales to dayparts.

Average unit volumes for…