Sonic Drive-In Bets on Customization to Dominate Specialty Drink Market

Fast-food chains are increasingly vying for consumer attention through specialty beverages, and Sonic Drive-In believes its long-standing focus on drink customization provides a strategic advantage. Marion Campbell, Sonic's vice president of integrated marketing and communications, stated that while the quick-service restaurant industry is still developing strategies for specialty drinks, Sonic has integrated customization into its operations over many years.

"I think that the market is just getting started. And QSR in particular is just figuring out a way to serve these types of beverages to their guests and make it a pivotal part of their DNA. It’s already a part of our DNA," Campbell said.

The nonalcoholic beverage market is substantial, with US foodservice establishments generating $264.1 billion in consumer spending in 2025, representing 23% of total industry sales, according to data from Technomic. Within this, cold beverage spending saw a 3.4% increase in 2025, outpacing the 1.2% growth for hot beverages. Technomic notes that innovation and consumer preferences are key drivers for the growth in cold beverages.

For Sonic, which operates over 3,400 restaurants with $5.2 billion in annual system sales, beverages can attract customers to its drive-ins even when they are not seeking a full meal. "A beverage-only guest is a very frequent guest. So beverage is always going to play a pivotal role because of the frequency it drives for the business versus just a check driver," Campbell explained. Beverages also have the potential to increase the overall purchase amount when paired with food.

The company's existing customization infrastructure has enabled it to capitalize on the popularity of "dirty sodas"—combinations of soda with ingredients like cream and flavored syrups. This trend saw a significant surge, with case volume at quick-service restaurants increasing by 318% over the past two years, according to Circana.

Campbell noted that Sonic was well-positioned for this trend because its customers were already accustomed to personalizing their drinks. The chain continues to leverage this capability to introduce new flavors and seasonal items, including its recent fall-inspired and banana-flavored offerings.

This strategy addresses a market where consumers remain price-sensitive, requiring chains to balance novelty with value. Campbell highlighted that while beverage prices can vary, consumers are often willing to pay more for a unique experience. Sonic's seasonal marketing efforts, such as its "Hotumn" campaign which blends fall flavors with warm weather, aim to translate beverage experimentation into increased customer traffic.

Looking ahead, Campbell anticipates that the demand for personalization will continue to shape the beverage market. "Again, customization’s not going anywhere. It’s been here forever. People like to be in control of the flavors they consume. They like to feel like they’re the creator, and they have that ability," she stated. Flavored water is also identified as an area with potential for further innovation as consumers seek customizable alternatives to traditional soft drinks. Sonic has additional beverage concepts in development, though specific details were not disclosed.