Sonic Drive-In tests mobile ordering

March 24, 2011

A large Sonic Drive-In franchise group is running a 71-unit pilot program to test an online and mobile ordering program provided by OLO Online Ordering.

OLO provides mobile and online ordering capabilities for more than 2,500 restaurants, including Cold Stone Creamery and Five Guys Burgers & Fries.

Titled "Sonic On the Go," the latest program allows customers to order online and via their mobile devices. A unique feature to the platform allows drivers to order remotely via mobile phone, and drive up to Sonic with their food waiting for pickup at the stall of the drive-thru.

The pilot, in partnership with Mason-Harrison-Ratliff Enterprise LLC, the largest Sonic Drive-In franchisee group, includes 71 stores in five different markets – Phoenix; Lubbock, Texas; Rockford, Ill.; Chicago; and Augusta, Ga.

"We are excited to launch Sonic On the Go and anticipate OLO providing both incremental sales and a platform for more expedited service for our loyal guests," said Jim Prentice, operations director for Mason-Harrison-Ratliff. "In addition to being a fantastic new technology, the service is cost effective, and all orders are prepaid and integrate into our merchant accounts. Our operators and principal partners participating in the test are very optimistic that we will capture new sales and profits by using the service."

Coca-Cola and Dr. Pepper/Snapple are supporting the initiative with local marketing and cross promotion.

Topics: Business Strategy and Profitability , Customer Service / Experience , Online / Mobile / Social , Operations Management

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