To back the expansion, Sonic will break a national cable TV and radio campaign April 1 under the tagline "Have a Good Morning" from independent ad agency Barkley Evergreen & Partners, Kansas City, Mo.
The effort will focus on food variety, larger portions, the made-to-order breakfast menu and the all-day full menu, said Dwayne Chambers, Sonic vice president of marketing. He said Spanish-language TV by Barkley and radio by Lopez Negrete, Houston, will break in local markets.
"We view breakfast as part of an ongoing strategy to better penetrate underserved day parts and increase our average unit volumes," said Clifford Hudson, chairman-CEO of the nation's No. 5 burger chain, in a statement. "Sales during the morning day part are averaging more than 10% of total sales. In addition, this rollout to the rest of our chain will allow us to use our system-wide marketing resources more effectively to promote this new day part."
Sonic posted flat second-quarter same-store sales, citing poor weather in many regions and sagging consumer confidence.