During the company’s recent earnings conference call, Sonic CEO Cliff Hudson talked about a major push toward a vastly improved customer experience−one for which he holds a cool confidence.
“ICE is our Integrated Customer Engagement platform, and it leverages our point-of-sale system and in addition to the point-of-sale system, our digital menu boards or POPS, our mobile payment processes, and then those with a guest smartphone or tablet when these things are integrated, it creates the most personalized customer....