Sonic Bets on Custom Drinks as Fast-Food Traffic Slows

As American fast-food operators navigate persistent consumer sensitivity to rising restaurant prices, major chains are increasingly turning to nonalcoholic specialty drinks to drive store traffic and capture off-peak sales outside traditional meal hours.

Nonalcoholic beverages generated $264.1 billion in U.S. foodservice spending in 2025, accounting for 23% of total industry sales, according to market research firm Technomic. Cold drinks drove most of the sector’s growth, posting a 3.4% spending increase in 2025 compared with a 1.2% gain for hot beverages.

Sonic Drive-In operates more than 3,400 locations across 47 states and generates $5.2 billion in annual systemwide sales. Founded in 1953 in Shawnee, Oklahoma, as Top Hat Drive-In before rebranding, the chain was acquired in December 2018 by Inspire Brands in a transaction valued at approximately $2.3 billion.

National quick-service brands have stepped up specialty drink rollouts to capture the market. McDonald’s launched its beverage-focused spin-off concept, CosMc’s, to target afternoon snacking hours. Taco Bell and Jack in the Box have introduced customized soft drink lines and “dirty sodas,” which mix standard carbonated soft drinks with flavored syrups, fruit additions, and creamers.

While competitors work to adapt their kitchens and drive-thru lanes for customizable drink orders, Sonic Drive-In is leaning on an operational framework built around made-to-order beverages. Marion Campbell, vice president of integrated marketing and communications at Sonic, said the broader fast-food market is only beginning to integrate specialty drink customization into daily operations.

“I think that the market is just getting started,” Campbell told FOX Business. “And QSR in particular is just figuring out a way to serve these types of beverages to their guests and make it a pivotal part of their DNA. It’s already a part of our DNA.”

The rise of dirty sodas is a major driver of the specialty beverage category. The trend originated in the Mountain West region before gaining national visibility through social media platforms, and data from market research firm Circana shows that dirty soda case volume at quick-service restaurants surged 318% over a two-year period.

Sonic has used its existing ingredient base, including syrup shots, sweet creams, and fruit flavorings, to participate in the trend without overhauling its kitchen operations. “I think dirty sodas is a place we’ve actually played long before they were really deemed dirty sodas,” Campbell said, noting that Sonic’s existing customer base was already accustomed to modifying carbonated drinks and slushes.

Specialty drinks carry lower cost of goods sold compared to protein-heavy food items, giving restaurant franchisees higher profit margins while maintaining accessible price points for budget-conscious consumers. “A beverage-only guest is a very frequent guest,” Campbell said. “So beverage is always going to play a pivotal role because of the frequency it drives for the business versus just a check driver.”

Drink orders generate consistent stand-alone visits during mid-morning and afternoon lulls, while specialty beverages can also lift total ticket sizes when bundled with burgers, hot dogs, and sides.

Chains are shortening the product lifecycle for specialty flavors and running targeted seasonal pushes to keep repeat customers engaged. Sonic recently launched “Hotumn,” a four-week marketing effort tailored to warm fall weather across its core Southern drive-in markets. The seasonal rollout includes fall-inspired drink combinations alongside banana-flavored offerings.

Looking beyond carbonated soft drinks and creams, Sonic is exploring new beverage categories for health-conscious consumers and those seeking non-caffeinated options, with a focus on customizable flavored waters.

“Customization’s not going anywhere,” Campbell said. “People like to be in control of the flavors they consume. They like to feel like they’re the creator, and they have that ability.”

Sonic has additional beverage concepts currently in development, though the company has not publicly disclosed release timelines or specific product formulations for its upcoming menu additions.