Sonic - America's Drive- In

Sonic: America's Drive- In

The fast-food industry is changing everyday. There are new products being introduced in the market and new slogans being created. The companies in the fast-food industry will do their best to make the greater burger, and to make bigger and better fries.

Founded in 1953, Sonic has become the largest drive-in chain in the nation. Sonic was founded by Troy Smith, Jr. in Shawnee, Oklahoma. His dream was to own his own business. Sonic Drive-In keeps the 1950s alive through its chain of drive-in restaurants, each complete with speaker-based ordering systems and carhop servers - some on roller skates. Sonics top competitors are McDonald's, Burger King, and Wendy's. McDonald's is the leading competitor in the fast-food industry. McDonald's has the most restaurants with 12,380 locations and has over 364,000 employees. Burger King has 11,350 outlets in 57 countries and territories worldwide. About 75% is located in the United States. Wendy's is the third largest quick-service hamburger restaurant chain in the world, with more than 6,600 restaurants in North America and international markets.

In Exhibit 1, this states the Porters Five Forces Model of Competition of The Restaurant Industry. Threat of new entrants: Because the profit margins are so small, cost is low and anyone can enter into the quick-service restaurant business. Bargaining Power of Buyers: The National Restaurant Association showed that three out of ten customers agreed that food that was prepared at a restaurant or a fast-food restaurant were an important factor in their everyday lives. The survey also stated that "three out of five customers plan to eat on the premises of quick-service restaurants and seven out of ten said that plan to eat takeout or delivery. (Hitt, Ireland, & Hoskisson, pg. 367)

Customers buy when they feel it is necessary giving them the upper hand on the industry. Bargaining power of suppliers: In the quick- service restaurant, the suppliers vary. They really do not rely distributors as large restaurants do. Threat of new substitutes: The restaurant industry is segmented into many parts: full service restaurants ($120 billion); quick- service restaurants ($110 billion); away-from-home managed institutions, examples: food services for schools and hospitals ($21 billion); and other food industries ($106 billion). (Marshall Jones, 1999). Rivalry among competition firms in the industry: Competition in the restaurant industry is strong. There are about 8 million restaurants in the world and 300,000 are restaurant companies.

Exhibit 2. Swot Analysis of Sonic: America's Drive-in

Opportunities: Strengths: Sonics financial performance has had a great growth in the economy. From 1992-2001, net sales increased annually by 27%,19%,25%,22%,21%,20%,17%,8%,and 18%. And on March 22, 2003, Sonic reported net income of $12.6 billion and revenue increased by 19%. Another opportunity is Sonic is very product differentiated. Sonic is known for its unique made-to-order menu items. Sonic continues to support menu innovations, such as its breakfast menu, Sonic Summer Nights, toaster sandwiches, extra-long cheese coneys, and frozen and fountain favorites. Hamburgers are made to order and served in aluminum foil, preserving the heat and drinks are served in Styrofoam cups to preserve the cold.

Opportunities: Weakness: Human resources: There is a low employee rate because of the high turnover. The restaurant industry tends employ more retirees than the younger generation. However, the industry could strengthen this weakness, by making the companies more attractive to the younger generation.

Threats: Strengths: Sonic is operating in a fast-food industry that is dominated by large competitors, but through it all Sonic stays on top as the nations largest drive- in chain.

Threats: Weakness: The rising popularity of dieting could be real threat to Sonic. Sonics competitors have low-carb menus and Sonic does not carry it on its product differentiated menu.

McDonald's

Economic: Food quality is the key focus of McDonalds. How the customer view the quality of their products is important.

Political: McDonald's is very selective about the choice franchisees and requires that all franchisees be active participants in the management of the restaurants.

Demographic: Growth strategy focuses on the opening of profitable restaurants and expanding its operations.

Sociocultural: Appeals to children, has the mighty kids meal, Disney tie-ins, play areas and Ronald McDonald: who is one of the trademark of McDonald's. Created a great name that associated with friendly, child loving atmosphere.

Technological: Big on Advertisement. Slogan "I'm lovin it"

Global: Public Awareness Campaigning Worldwide Balanced, Active lifestyles

Burger King:

Economic: September of 2002, Burger King introduced the 99-cent menu.

Political: Franchise owner is required to attend minimum of 700 hours of classroom and restaurant training before given a franchise contract.

Sociocultural: Comedian Steve Harvey was the company's spokes person in 2002. Had Halloween tie-in with the Simpson's.