Newspaper article THE JOURNAL RECORD

Sonic Adds Breakfast Items to Its Menu `Breakfast from a Carhop'

Newspaper article THE JOURNAL RECORD

Sonic Adds Breakfast Items to Its Menu `Breakfast from a Carhop'

Article excerpt

As the pace of life continues to pick up, fewer and fewer people are taking the time to prepare a big breakfast "like Mom used to make" and instead are opting to grab a quick bowl of cereal, snatch a bite at the drive-thru or skip breakfast altogether.

Now, thanks to Sonic, those people will have another option: breakfast at the drive-in.

That option is now available at about 80 percent of Sonic drive- ins in the Oklahoma City area due to a product trial implemented by the Oklahoma-based company in three states.

"We just kind of felt like there was a good opportunity for Sonic to keep doing what we've done for a long time with lunch and dinner business," said Mitch Gregory, vice president of brand development at Sonic.

"We felt like there was an opportunity for us to move in and do that at breakfast," Gregory said.

While the idea of getting your breakfast from a carhop may seem novel, Gregory noted that people already do basically the same thing when they buy food at the drive-thru window of other fast-food restaurants.

"Actually, (our competitors) do a substantial part of their breakfast through their drive-thru," Gregory said. "So there are people that are already doing breakfast on the go."

He said Sonic's breakfast offerings would compete for market share with the products offered by other fast-food chains such as McDonald's and Burger King.

The company's breakfast menu, which will be available all day, will consist primarily of toaster sandwiches. The company is offering three types of breakfast sandwiches served on Texas toast: ham, egg and cheese sandwiches; bacon egg and cheese sandwiches; and sausage, egg and cheese toaster sandwiches.

The sandwiches sell for $1.49 to $1.99 apiece.

In addition, Sonic's breakfast menu includes a breakfast burrito for $1.49. And the company also offers a third option: "pancake on a stick," a sausage link on a stick wrapped in a buttermilk pancake for 99 cents.

The introduction of that breakfast menu wasn't based on a spur- of-the-moment impulse, however. …

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