Sonic Drive-In leverages drink customization to lead specialty beverage market

Sonic Drive-In is leveraging its established drink customization model to compete in the growing specialty beverage market. Marion Campbell, Sonic’s vice president of integrated marketing and communications, stated that while the quick-service restaurant (QSR) industry is still integrating specialty drinks into its core business, customization is already a central part of Sonic’s operations.

Competition is increasing as rivals such as McDonald’s, Taco Bell, and Jack in the Box introduce their own versions of specialty drinks and limited-time flavors. Data from Technomic indicates that the nonalcoholic beverage market accounted for $264.1 billion in consumer spending at US foodservice establishments in 2025, representing 23% of industry-wide sales.

Market trends show that cold beverage spending rose by 3.4% in 2025, outpacing the 1.2% increase in hot beverage spending. For Sonic, which operates over 3,400 restaurants and generates $5.2 billion in annual system sales, specialty drinks serve as a tool to attract frequent guests who may not be seeking a full meal.