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Sonic CEO values flexibility over novelty
Following a rise in revenue, Sonic's CEO says he's not worried about McDonald's offering all-day breakfast.
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.
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About the Author
Nick Powills
FollowNick Powills, CFE, founded No Limit Agency in 2008 and serves as Chief Brand Strategist for the Chicago-based firm. No Limit is a full-service communications agency that establishes and elevates brands by bridging Public Relations, Social Media, Marketing, Advertising, Digital, and a lot of creativity, to best strategize well-rounded and successful campaigns for 50+ global franchise brands. By presenting visionary ideas and building real relationships, No Limit is able to create effective media branding strategies to help companies grow. Nick currently leads a staff of writers, media strategists, designers, social media experts and digital producers in an office think-tank where brands are humanized for strong, compelling media stories. Prior to starting No Limit at the age of 27, Nick spent four years working at a franchise PR agency where he mastered the art of building rapport with media outlets and creating newsworthy pitches for earned media placements. He holds a Bachelor of Journalism from Drake University in Iowa.
