Sonic Drive-In
Classic American drive-in restaurant chain.
PE-OWNED
Acquired by Roark Capital2018-09-01
What Made It Great
Classic drive-in experience with car-hop service and slushies.
What PE Will Likely Do
Reduction in portion sizes of signature menu items like burgers, fries, and slushies while maintaining or increasing prices
Substitution of cheaper, lower-quality ingredients for classic Sonic Drive-In staples like the all-beef hot dogs, real fruit in slushies, and hand-breaded chicken
Increase in franchise fees and operational requirements, potentially leading to some franchise locations being unable to maintain the traditional Sonic Drive-In experience
Reduction in menu variety as Sonic focuses on a smaller set of high-margin items, potentially removing long-standing favorites like the Tater Tots or Mozzarella Sticks
Decreased staffing in kitchens and at car-hop stations, leading to slower service and less attentive customer experience
Expected Timeline
“0 to 6 months months”
Minor changes to portion sizes and some ingredient substitutions begin, with little noticeable impact to customers
“6 to 12 months months”
Customers start to notice smaller portions and subtle quality declines in signature menu items like burgers and slushies
“12 to 24 months months”
Significant portion reductions and ingredient substitutions become commonplace, with regular customers expressing disappointment in the degradation of the classic Sonic Drive-In experience
“24 to 36 months months”
Franchise closures accelerate as the brand's reputation for quality and service declines, and the once-unique Sonic Drive-In experience becomes increasingly difficult to find
Similar Cases
Other companies that followed a similar path after PE acquisition
What You Can Do
Actions
Frequent customers of Sonic Drive-In should be on the lookout for any noticeable changes in portion sizes, ingredient quality, or service levels, and be prepared to voice their concerns if the classic Sonic experience starts to deteriorate
Consumers who value the unique Sonic Drive-In experience should consider visiting their local Sonic locations more frequently in the next 12-24 months, as the brand may become increasingly difficult to find if the private equity ownership leads to widespread franchise closures
Alternatives
Publicly traded restaurant group
Support local businesses in your area