Sonic has many competitive advantages over other fast-food franchises, beginning with its appeal to baby boomers, those who were born from 1946 through to 1964. Sonic brings back the nostalgia for years gone past, specifically in the 1950's when curbside service from carhops on roller skates was the norm (Ferrell, Hirt & Ferrell, 2016). According to Dr. Markman (2013), remembering past events evokes a sense of positivity, optimism and social connection with others. For baby boomers, Sonic, allows them to take a trip back in time to relive moments when they were young and carefree. For the younger generation, a large menu of items that can all be customized is appealing. Also, most appreciate the ability to order directly through their screen, rather than waiting in line as you must in Sonics competitors. …show more content…
The first is the drive-in aspect, which allows baby boomers to relive the past and others the convenience of staying in their cars while carhops bring their food. The second characteristic is customization. According to co-founder, Troy Smith, customization is the core of what they do. Customers can customize their orders a thousand different ways, with everything being made-to-order. The third is what they call the "five -daypart strategy which includes, breakfast, lunch, afternoon, dinner and evening (BLADE). The remaining characteristics are technology, innovation, advertising, and operation excellence (What is a Sonic Franchise,