Photo: Sonic Drive-In
Sonic is launching a richer, creamier soft-serve ice cream -- Real Ice Cream -- with a "buy one, get one free" shake promotion and 99 cent one-topping sundaes, Nation's Restaurant News reported.
Sonic customers who purchase a shake through June 27 will receive free-shake coupons that can be redeemed at the time of purchase or on a later visit through July 15. The coupons can be cashed in for Cream Pie shakes and malts, where available, in addition to regular shakes. The 99-cent single-topping Real Ice Cream sundae promotion runs between Memorial Day and Labor Day.
The new ice cream formula is part of Sonic's effort to turn around its sales slump.
"The new ice cream ... is richer, it is thicker, it is creamier than our current soft serve, which is what we have to call it because that is what it has been; a non-ice cream, lower-fat dairy product," J. Clifford Hudson, Sonic's chairman and chief executive, told NRN.com in March. Sonic is also improving its Frozen Favorites dessert toppings including chocolate, hot fudge, caramel and pineapple by removing high-fructose corn syrup and replacing it with "more natural ingredients," the company said.
"For years, customers have enjoyed the Frozen Favorites treats on our menu. From shakes to blasts to sundaes, people love to visit Sonic to celebrate the return of warm weather with a frozen dessert," said Dominic Losacco, vice president of marketing for Sonic, in a statement.
"Strengthening our frozen lineup with the addition of Real Ice Cream is just one more way Sonic adapts our menu to appeal to customers' tastes and preferences."
The 3,500-unit drive-in chain is also launching an extra-long Coney hot dog this summer.