Sonic Drive-In | Brand Loyalty Business Challenge As the nation’s largest drive-in QSR serving nearly 3 million customers per day, Sonic Drive-In (NASDAQ: SONC) possessed a distinct understanding of its customer base by using traditional methods of tracking awareness and usage of the brand, but had no insights into what drove brand engagement, the true measure of customer loyalty. Sonic also sought to identify what drove customers to develop deeper levels of brand loyalty. This was particularly important to the company as it looked to make major investments in new markets while wanting to foster its existing customer base. Action BSG worked closely with Sonic’s executive marketing team to develop a tool to measure and understand brand loyalty. The tool that was created, which we called a

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