Sonic Drive-Ins said Monday it is launching a value menu, joining rivals McDonald’s, Burger King and Taco Bell in an industry-wide effort to lure back customers hit by inflation.
The 71-year-old burger chain, owned by Inspire Brands, which also operates Arby’s, Baskin-Robbins, Buffalo Wild Wings and Dunkin’ Donuts, will offer a permanent menu of burgers, snacks, desserts and new wraps for $1.99 each, called “Fun.99.”
The value menu includes a quarter-pound double cheeseburger, a chili cheese coney hot dog, tater tots and all 12 Sonic Shake flavors in a 16-ounce cup.
Two new items will also be featured on the $1.99 menu: Bacon Ranch Queso Wrap and Southwest Crunch Queso Wrap.
“Now more than ever, our guests are looking to affordable dining options,” CMO Ryan Dickerson said in a statement. “At SONIC, we wanted to do something different, something fun, with a focus on variety.”
The Oklahoma-based fast-food chain is also offering discounts for app users, such as half-price cheeseburgers on Tuesday nights.
Sonic said its value menu will “continue to be available.”
McDonald’s, Burger King, and Taco Bell have all recently introduced limited-time special deals. Burger King Last month, Taco Bell introduced meal sets for $5 each. The $7 “Luxe Cravings Box”
McDonald’s, which has come under fire after some restaurants were charging $18 for a Big Mac and $7.29 for an Egg McMuffin, is also running “Free Fridays” through the end of the year, offering free medium fries with any purchase of $1 or more on any Friday.
“It’s clear that widespread consumer pressures around the world continue,” McDonald’s CEO Chris Kempczinski acknowledged on an earnings call in April.
“Consumers continue to[d] “With prices rising on everyday spending, we need to be even more careful with every dollar we spend,” he added.
The value meal wars come as customers cut back on their purchases amid continuing inflation and rising food prices.
About a quarter of low-income consumers — those making less than $50,000 a year — said they were eating fast food less in February, and about half said they were going to restaurants less, according to a survey by consulting firm Revenue Management Solutions.
Quick service restaurant traffic Down 2.1% in May The average price at fast-food restaurants rose 3% in May compared to the same period last year, according to Revenue Management Solutions. Meanwhile, the average price at fast-food restaurants rose 3% in May compared to the same period last year, according to the company.
Burger King and Taco Bell did not immediately respond to requests for comment.
