Dive Brief:
- Sonic added a Sonic Smasher, a premium cheeseburger, to its permanent menu starting at $6.49, along with a Triple Sonic Smasher for $7.49, the company said in a press release.
- Sonic app users can order the burger starting on Monday, and it will be available nationwide through other ordering channels beginning Aug. 5.
- The Sonic Smasher comes just a few weeks after the chain added a $1.99 value menu and over a month after it added a half dozen drinks to the menu.
Dive Insight:
While cheeseburgers have always been a part of the Sonic brand, the chain saw the growing popularity of smashed cheeseburgers and wanted to elevate its lineup with this new item, Sonic’s marketing team said in an email.
“Each SONIC Smasher is hand-smashed and prepared to order, providing a premium burger option consumers can’t find at other fast-food burger chains,” the marketing team said.
The Sonic Smasher has two Angus patties seasoned and seared with crispy edges and a juicy center. The patties are topped with two slices of American cheese, signature Smasher sauce, crinkle-cut pickles and diced onions and served on a potato bun. The Triple Smasher has three Angus patties.
Other chains, like Sizzler and Red Robin, have updated their burgers within the past 18 months to provide more premium options. McDonald’s also updated its Big Mac, McDouble burger and classic Cheeseburger, Double Cheeseburger and Hamburger in April 2023 with softer buns and preparation changes, like adding white onions to patties while they are still on the grill.
Sonic said that its premium burger, which is made to order, is at a competitive price point compared to fast casual brands. Sizzler’s premium burger starts at $12.99, for example. Fast casual chains like Five Guys offer single patty cheeseburgers at around $11.
“The balance of premium quality and affordability provides franchisees with a competitive product that can attract new customers, give current fans another reason to visit SONIC and drive sales,” Sonic’s marketing team said.
