Nation’s Restaurant News:
MHR, the Phoenix-based arm of Sonic Drive-In franchisee Mason Harrison Ratliff Enterprises LLC, recently tested an offer through daily deal company Groupon that was aimed at driving traffic to the quick-service operatorâ€™s online ordering system.
While the franchisee did not release detailed test results, supervising partner RD Martin spoke with Nationâ€™s Restaurant News and said the test was an overall success. As with all Groupon deals, the Sonic franchisee split some of the revenue generated by the sale of vouchers, but the details of the split have not been made public.
Martin said the test was used as a “great way to help encourage folks to get past those first-time jitters” sometimes associated with ordering online, especially for quick-service operators. Restaurant online ordering platforms have traditionally had the most success with pizza chains and other delivery-based brands.