Sonic has recently entered the value meal competition in the fast food industry.
Emulating its competitors, the drive-in chain is focusing on providing enticing deals to bring back customers amid economic challenges, promising options for every budget and taste.
On its newly introduced “Fun.99 Menu,” Sonic offers items priced at $1.99, including a quarter-pound double cheeseburger, Chili Cheese Coney hot dog, small tots, 16-ounce Sonic Shakes in various flavors, and two new additions: a Bacon Ranch Queso Wrap and a Southwest Crunch Queso Wrap.
What sets Sonic apart is that its value menu is a permanent offering, unlike some other fast food chains which provide temporary value meals.
Related: Taco Bell joins fast food’s value meal trend with $7 box. Here’s what’s in it
Ryan Dickerson, Sonic’s chief marketing officer, shared that the decision to introduce the $1.99 menu was driven by a desire to offer something unique compared to competitors who have limited options. By focusing on variety, Sonic aimed to stand out.
The trend of value-focused campaigns in the fast food industry gained momentum when major chains like McDonald’s, Taco Bell, Wendy’s, Jack in the Box, Starbucks, and Burger King all introduced similar value deals on their menus.
Various chains have launched value meals ranging from $4 to $7, catering to customers looking for affordable options in the face of rising menu prices and tighter budgets.
Amid slowing foot traffic, the increase in value deals is seen as a strategy to attract more customers, as consumer spending in the restaurant industry has decreased according to a recent report from consulting firm Revenue Management Solutions.
