Sonic Corporation


INTRODUCTION
BACKGROUND INFORMATION
In 1953 was founded by Tony Smith in Shawnee, Oklahoma
under a different name of the Top Hat. Tony Smith started the company as a
drive-in restaurant featuring hot dogs, hamburgers, and french-fried onion rings.
In the mid-50s Smith was asked by Charles Pappe for assistance in establishing
a similar restaurant in a rural town also located in Oklahoma. This was the
beginning of a partnership between the two men .

CURRENT INFORMATION

In 1991 Sonic Corporation was the fifth largest chain in the fast-food
industry, servicing in the hamburger segment, behind McDonald's, Burger King,
Hardee's, and Wendy's. Sonic has and is still carrying the tradition ...

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to order as soon as they drove in, opposed to conventional practices
of waiting for a carhop to take an order. Delivery of the fresh fast-quality
products was do to the unique design of the kitchen, and the use of carhops.
Sonic Corporation preferred to do things as easy as possible and avoid
sophistication. Another strategy Smith implemented was a collection of
franchise royalties. This was done in a way such that Sonic franchise holders
were required to purchase printed bags at an additional fee that Smith arranged
through a paper-goods supplier.
Pyramid-type selling arrangements were formed by franchisees in money
making efforts by starting other franchises through friends. This lead to
original store managers having a percentage of their own store earnings and a
portion of the new operation of the recruited friend manager. This idea further
developed to multi-ownership of almost all Sonic operations as store managers
were also part owners. This concept of ...

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officer. The new comer, Lynn, was granted the decision to form his
own management team. This team was formed and implemented by mid 1984. By
implementing his own management team Lynn could begin to take problems head on,
after ridding the board members and franchise holders that had significant
conflicting interests that clouded the better judgement of Sonic.

NEW STRATEGIES

TURNING IT AROUND

In an attempt to turn the organization around, Lynn and his newly formed
management team set forth on a strategy that had three key factors: (1) attack
problems concerning franchise attitude and Sonic's image; (2) improve
purchasing; and (3) improve communications. Marketing was the key ...

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"Sonic Corporation." Essayworld.com. Essayworld.com, 27 Dec. 2003. Web. 19 Sep. 2018. <http://www.essayworld.com/essays/Sonic-Corporation/540>
"Sonic Corporation." Essayworld.com. December 27, 2003. Accessed September 19, 2018. http://www.essayworld.com/essays/Sonic-Corporation/540.
"Sonic Corporation." Essayworld.com. December 27, 2003. Accessed September 19, 2018. http://www.essayworld.com/essays/Sonic-Corporation/540.
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PAPER DETAILS
Added: 12/27/2003 07:58:05 AM
Category: Economics
Type: Premium Paper
Words: 1460
Pages: 6

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