Sonic looks to marketing to improve traffic

Chain hopes innovation, targeted half-price offers can overcome intense competition

Sonic Corp. is turning to a series of marketing efforts in its bid to recover traffic lost in recent quarters to the chain’s competitors.

The Oklahoma City-based drive-in chain on Thursday reported a 1.2 percent decline in same-store sales in the quarter ended May 31 — all on a decline in traffic that Cowen Analyst Andrew Charles estimated to be down 3.7 percent.

That’s an improvement from the previous quarter, when same-store sales fell an unexpectedly larg

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