The Morning Brew: Ordering at popular drive-in just got easier
Sonic to introduce order ahead option
A mobile phone might come in handy the next time you're craving a cherry limeade in Oklahoma City.
Sonic Drive-In is officially launching its mobile “order ahead” service throughout the Oklahoma City metro beginning May 31. Customers can place food and beverage orders through an app on their phone, choose a Sonic location and set a time for pickup before arriving at a Sonic location.
“Order ahead is a key step into a more long-term strategic journey into being the most personalized experience in ... fast food,” Sonic Chief Brand Officer Jose Duenas said. “Order ahead gives us a competitive advantage.”
The company, which is based in Oklahoma City, has tested the service in Lafayette, Louisiana, since March. It has been tested some in Oklahoma City as well, but May 31 is the official local launch. Sonic hopes to have the service available nationally by year's end.
The financial and consumer impact remains to be determined. The app is free, but offers customers an opportunity to pay from the app after loading preset amounts onto a Sonic card within the app.
“We are still trying to make sure we understand the impact of the increase of convenience plus the impact of increasing relevance in what we do because of a better understanding of our guests,” Duenas said. “We think that will allow us to grow faster than the competition over time.”