Fast-food chains are chasing the specialty drink boom. Inside Sonic’s strategy

Marion Campbell, Sonic Drive-In’s vice president of integrated marketing and communications, detailed the fast‑food chain’s approach to beverage and seasonal flavor strategies.

As restaurant chains increasingly adopt specialty drinks to attract patrons beyond standard meals, Sonic views its customization‑first model as a strategic advantage.

Speaking to FOX Business, Campbell highlighted that the quick‑service restaurant industry is still learning how to integrate specialty beverages seamlessly into its operations, whereas Sonic has built customization into its business fabric over many years.

A photo captures customers waiting in their vehicles for orders at a Sonic drive‑in on April 17, 2024, in Miami, Florida.

The struggle for beverage customers sharpens as rival fast‑food brands test specialty drinks, customization options, and limited‑time flavors to draw shoppers. Competitors such as McDonald’s, Taco Bell and Jack in the Box each launch their own twisted versions of “dirty” sodas.

The non‑alcoholic beverage segment contributed $264.1 billion to U.S. food‑service spending in 2025, accounting for 23 % of total industry sales, according to Technomic data. Cold‑drink outlays rose 3.4 % in 2025 compared with just 1.2 % for hot beverages; Technomic attributes this shift to growing innovation and shifting consumer preferences.

SONICS EMPLOYS CUSTOMIZATION TO BUILD ON RISING SPECIALTY DRINK DEMAND

With more than 3,400 locations and roughly $5.2 billion in annual system sales, drinks at Sonic can pull in patrons seeking more than burgers or hot dogs, often turning first‑timers into loyal, repeat customers.

“Guests focused almost exclusively on beverages become regulars, so drink programs are essential for driving recurring foot traffic far beyond typical dine‑in sales.” said Campbell.

Beyond increasing basket size, specialty drinks also lift overall sales volume when paired with food selections.

The “Hotumn” seasonal lineup showcases Sonic’s commitment to offering customizable drinks that align with changing flavors as temperatures soften, especially within the chain’s core Southern markets. The promotion runs for approximately four weeks.

Looking forward, Campbell anticipates continued client demand for personalized options, noting that customization will only expand. She also mentioned flavored waters as a promising avenue for future product development.

While additional beverage concepts remain in development under Campbell’s guidance, the company has confirmed no public announcement of specific upcoming launches.

Source link