Sonic: A Restaurant with Risks

Just like so many good places in the past that were good to eat at, I remember Sonic while living in Arizona back in the mid 70s, and again in Texas back in the mid 80s. Both era's and times experiences were pleasant. However, I believe due to expansion, the product quality has gone down. It is my belief that, just like so many fast food restaurants that have gone the way of corporate expansion, quality always seems to end up taking a dive. There's always a need to attempt to keep costs down and it ultimately affects the food. Shiny new buildings and fancy interiors unfortunately do not make the taste and food go down any easier.

If there is a problem with sales at Sonic, as well as any other fast food franchise, take a closure look at the real quality of the food first. I'm sure you will definitely find that the problem lies there first. And of course, service plays a huge factor as well. But in some cases, it could easily be due to a lack of management and cleanliness as well. I for one would not eat at a fast food restaurant that does not spend any time cleaning it's tables restrooms.

Additionally, not a point to the problem but a area of concern. Many fast food restaurants have over-the-top ice fill machines for its soft drinks. I have found in several places that most of these fast food restaurants do not keep the covers on due to the constant need to fill them. Though this may not sound like a real problem, over time, it does become a health related issue. The problem lies with dust and flying insects that may their way into the ice machine, and ultimately into your soft drink.

Fast food restaurants are trying so hard to compete for dollars at the risk of cutting corners and low quality food at seemingly low prices. But the overall cost saving to consumers is more a risk the cost benefit. The low cost products are generally industrial grade food product fillers that make up much of the fast food items unsuspecting people often buy. That is, hamburgers with additive and fillers, as well as hotdogs, chicken and fish fillets, shakes a host of other products.

Only a few restaurants that have not yet become public, such as In-And-Out, still attempt to keep the ingredient as fresh as possible without the compromise to quality, by keeping it simple and cost affective. However, there is word that they too may expand. And if that does happen, there may eventually be a compromise to quality to their product. Hopefully, they realize that their success is due in part to the high quality of their food and not the bottom line.

While there have been many great old time places to eat, such as A&W, Wendy's, McDonald's, Sonic, just to name only a few, these companies have settled to compromise on quality and freshness while still trying to remain relevant and public. But this will soon catch up with them. Their bottom lines will collapse and their franchises will fail. McDonald's is a prime example of quality gone totally out the window. They're just a pale reminder of a good memories gone long ago.

to get good real ice cream, as an example, you must go to a small specialty ice cream shop. We had one in our little town. It failed as an economic enterprise. Cheap stuff will run good stuff out of the market. Sorry, but that is the truth. Most people have no taste or sense.

Sonic's problems aren't hidden in some confused business-school maze of byzantine market plans gone awry. Sonic has been on the downslope for years now arising from the commission of two unforgivable restaurant industry sins - bad food, and bad service.

Time was that Sonic had excellent quality control and kept reasonably close eye on its franchises, but that day is long past. Owner independence has turned into inconsistent offerings, with decidedly non-subtle efforts at cutting costs telegraphing a flailing service entity.

From franchises putting customers through thirty-plus minute waits for food, to burgers that had turned into paper-thin meat offerings with super-size buns, it doesn't take an MBA to realize that competitors are offering better product and better service at better prices.

There may yet be hope for Sonic; just this spring, Sonic introduced a "reinvented" hamburger with thicker meat and a decidedly less "poofy" bun, combined with a new emphasis on fresh toppings such as tomatoes and lettuce. Sonic has also pushed hard to spread the word on its "real ice cream" desserts, and without doubt, both products are better.

It's at least a step in the right direction.

What remains to be seen is whether the change will roll over into franchise consistency, such as fries and tots that aren't consistently undercooked, accurately filled orders, or an end to annoying practices like charging 25 cents for a cup of water when one of Sonic's carbonated options just doesn't sound appealing.

Its too early to tell whether Sonic's efforts to right itself are in time to save itself in the cut-throat fast food industry. At least, however, someone is listening to a call to get back to basics, and leading Sonic back to making good, simple burgers once again.