What Sonic gets that McDonald’s doesn’t



What Sonic gets that McDonald's doesn'tFast food is an indulgence, not a lifestyle.

And Sonic, the fourth largest burger chain in the country, has taken that credence to heart, doubling down on the notion that there’s little reason to clutter its menu with healthy options, like salads and wraps. Instead, Sonic focuses on ensuring that its hamburgers and french fries remain as affordable as possible. And it seems to be paying off.

On Wednesday, Sonic celebrated yet another quarter of outstanding results. Sales at stores that have been open for at least 13 months rose by 8.5 percent in the first quarter of 2015. Profits jumped 23 percent. And the company’s stocked surged by roughly 10 percent on the day.

The encouraging performance, which comes as the chain aims to expand its presence in the United States, is hardly an isolated event. Rather, it marks the latest in a string of signs the Oklahoma-based fast food chain has figured something out that other chains—namely, McDonald’s—have not.

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