Case Study: Sonic Drive-In

Sonic SignSonic Drive-in has done over a thousand Linescale concept, Advertising, Customer Satisfaction and central location product taste tests. Here's one case... Using Linescale, Sonic discovered the humble hot dog category was underdeveloped yet desired by key target consumers. Linescale isolated four successful flavor/types. Sonic optimized ingredients, flavor characteristics, benefit structure and pricing for each of the four in iterative Monadic Concept Testing. Sonic tested three TV spots via Linescale Copy Testing to select the spot for national introduction of the four new hot dogs. This was a breakthrough development, leapfrogging Sonic ahead of other fast food restaurants by significantly strengthening their food menu.