Dive Brief:
- Sonic Drive-In is adding several items to its $1.99 value menu, including small Cream Slushes and its Grilled Cheese Burger, the brand said in a Monday press release.
- The restaurant is offering two new limited-time deals. Each Monday in October, Sonic’s medium Slushes will cost 79 cents, and the chain is offering a buy one, get one free deal for its Footlong Quarter Pound Coneys on Thursdays in October.
- Sonic first launched the $1.99 as a permanent menu feature in July. Changing the content of the menu gives the brand the opportunity to drive trial of specific menu items and to experiment with the margins on different menu items at the price point.
Dive Insight:
The $1.99 menu still includes the small tots and the queso wraps that were part of the original lineup. But the Quarter Pound Double Cheeseburger, Chili Cheese Coney and 16-ounce shakes have been replaced. In their place, Sonic has added a small Jumbo Popcorn Chicken and the aforementioned Cream Slushes and Grilled Cheese Burger.
The Grilled Cheese Burger combines Sonic’s grilled cheese sandwich, served on Texas toast, with a hamburger patty. The Cream Slush, a blend of vanilla soft serve and icy slush, comes in three flavors: Blue Coconut, Strawberry and Blood Orange flavors, according to the press release.
The changes to the menu were in the service of personalization, Ryan Dickerson, Sonic’s chief marketing officer, said in a statement.
“While other fast-food spots might lock you into pre-built bundles, Sonic gives you the freedom to mix, match and save on your favorite items, making it easy to tailor your order to suit your taste,” Dickerson said.
Sonic’s changes to the menu are part of the broader extension of 2024’s summer value competition into the fall. McDonald’s has extended its $5 Meal Deal into December, and consumer attitudes are still pushing chains to adjust value offerings.
