Dive Brief:
- Sonic is adding six app exclusive beverages, which it is calling the Flavorista Favorites, to its permanent menu on July 1, the company announced Monday.
- Prior to sale in the app, the beverages will debut on June 28 at X Games Ventura 2024 Presented by Sonic as part of the brand’s promotional strategy.
- Given that apps function as a loyalty system, sales channels and sources of valuable customer data, tying the launch of new products to using a brand’s app makes sense to drive customer engagement with its digital channels.
Dive Insight:
Sonic’s new drinks balance several factors that appeal to younger consumers. The colorful and, in some cases, layered beverages seem designed to appear in social media photos. The flavor combinations, especially cherry vanilla cola and updated lemonade flavors fuse two flavor trends experts at the 2024 National Restaurant Association Show said were especially likely to draw Gen Z: sweet flavors, and new twists on old classics.
Mackenzie Gibson, Sonic’s VP of culinary and menu innovation, said the drinks will greatly expand Sonic’s roster of premium, ready-to-order beverages.
“Previously, the number of ready-to-order drink combinations on our menu was limited to only a few Sonic’s signature drinks like Cherry Limeade and Ocean Water,” Gibson said.
In a departure from the caffeine-heavy beverage strategy pursued by McDonald’s at CosMc’s, only one of Sonic’s new drinks, the Classic Cruiser, contains caffeine. Caffeine-packed beverages, including flavors not traditionally associated with caffeine like lemonade, have played a major role in menu expansions in recent years. It’s not yet clear whether Sonic’s decision not to add caffeine to its beverages will be an advantage when attracting afternoon snacking customers.
Sonic did not immediately respond to a request to clarify if the beverages would ever be available to order through channels other than its app.
