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Bloomberg
Sonic is doubling down on indulgent. The burger chain, squeezed by tough competition from larger rivals including Burger King and McDonald’s Corp, is adding a Red Bull frozen “slushie†to its menu next month, as it seeks to pull in the so-called young males who have remained loyal fast-food customers even as eating habits shift in the US.
It’s the first time the popular energy beverage brand has collaborated with a fast-food chain, Sonic executives said.
Sonic — acquired late last year by Inspire Brands, the parent company of Arby’s and Buffalo Wild Wings in a deal valued at about $2.3 billion — is known for its drive-in car hop service and memorable commercial spots.