According to the release, Sonic saw revenues decline by 3% in Q2 and delivered, on a GAAP basis, $0.14 per share. This was a penny worse than last year's number. Adjusted earnings figure of $0.08 per share missed estimates by a penny. As can be seen, Sonic had a lackluster quarter. And the worst part was the statistic attached to same-store sales. They decreased by well over 3%, and they indicate to me that Sonic needs to do a lot of work on the marketing strategies behind both its name and and its menu. To the company's credit, I have seen some clever television commercials promoting the brand as of late. Apparently, though, management needs to get more clever. Maybe Sonic should come up with something along the lines of that filet-o-fish ad from McDonald's.

The release does talk about initiatives aimed at getting growth back on the menu. But that doesn't mean much to me when I look at how weak the stock has been. Granted, it's not down in the basement at the 52-week low of $5.78. Still, at the current bid of $9.18 (as of this writing, at least), it's quite a long way from the 52-week high of over $23. While the market has been propelling a lot of stocks higher, perhaps on speculation that it could be time to discount a better economic future, I just don't like Sonic's fundamentals. I won't be a buyer of this stock and would prefer McDonald's for the long term. I'm sure traders may get something out of Sonic, but even short-term, I'm not interested in using the stock as a vehicle.

Disclosure: I don't own any company mentioned; positions can change without notice.