As restaurant chains increasingly aim to draw in customers with unique beverages rather than just traditional meals, Sonic Drive-In believes its focus on drink customization gives it an edge in the market.
Marion Campbell, Sonic’s vice president of integrated marketing and communications, shared with FOX Business that the fast-food industry is still navigating how to integrate specialty drinks into its offerings, while Sonic has been honing its customization strategy for years. “I think the market is just beginning to realize the potential here. QSRs are trying to figure out how to make specialty beverages a key part of their offerings, but for us, it’s already ingrained in our approach,” Campbell explained.
Competition for beverage-loving customers is heating up, with many restaurant brands testing limited-time drinks, customization options, and unique flavors to entice diners. Major fast-food competitors like McDonald’s, Taco Bell, and Jack in the Box are also jumping on the trend of “dirty sodas.”
The nonalcoholic beverage market is booming, reportedly generating $264.1 billion in 2025 at U.S. foodservice establishments, which represents about 23% of the total sales in the industry, according to data from Technomic. Cold beverage spending saw a significant increase of 3.4% compared to a mere 1.2% rise in hot beverage sales, showcasing a growing consumer preference for cold drinks.
Sonic operates over 3,400 locations and has an annual system sales figure of $5.2 billion, and the company recognizes that drinks can attract visitors even when they’re not in the mood for a full meal. “Guests who only come for beverages tend to visit us often, making drinks a crucial part of our business,” Campbell remarked. Moreover, she noted that beverages can enhance food sales when paired effectively.
The company’s infrastructure for customization has enabled it to take advantage of the rising popularity of dirty sodas—beverages that mix soda with cream and flavored syrups—recording a 318% rise in sales in quick-service settings over two years, based on Circana research. “We’ve been involved in the dirty soda trend long before it became a trend,” Campbell added.
Thanks to customers already being familiar with customizing their drinks, Sonic is now experimenting with new flavors, including offerings inspired by fall and banana-flavored options.
This development comes amid consumer price sensitivity, requiring chains to balance indulgence with value. Campbell mentioned that beverage prices can vary significantly and suggested that customers might be inclined to pay more for a unique experience.
Sonic’s recent seasonal marketing effort emphasizes its drink experimentation as a way to drive customer engagement. The chain launched a campaign called “Hotumn,” which celebrates the transition to fall flavors while temperatures are still warm, particularly in Southern regions. This campaign is set to last around four weeks.
Looking to the future, Campbell anticipates that the demand for personalized options will continue to shape the beverage landscape. “Customization isn’t a passing fad. It’s always been there. People enjoy having control over their flavors, feeling like they’re creators of their own drinks,” she remarked.
She also indicated that flavored water represents another area with potential for new ideas, as consumers seek customizable alternatives to traditional soft drinks. While Campbell didn’t reveal specific upcoming projects, she mentioned that Sonic has more beverage concepts in the pipeline.
