Sonic, one of the nation’s largest drive-in chains, isn’t worried about McDonald’s rolling out its new menu expansion—all-day breakfast.
According to Clifford Hudson, Sonic’s chief executive officer, breakfast sales outside of the morning hours are “not material to our business at all.” Instead, Hudson believes the larger impact will come from the customers who “order non-breakfast items in the morning. That’s the bigger variable.”
Hudson made his comments after the company reported that revenues in the quarter rose 7%, to $175.3 million from $163.8 million, in the prior-year period.
“What we’ve found with our consumer is that what’s important to them is to be able to have choices and flexibility,” said Claudio San Pedro, Sonic’s chief financial officer, in a press release
. She also noted that the bigger factor is that Sonic patrons are more likely to order a cheeseburger at breakfast than a breakfast item in the afternoon.