What sets SONIC Ice apart its its unique texture, plus it is slow-melting, so it helps to keep drinks full of flavor for longer. Knowing that some SONIC guests love the ice enough to enjoy it on its own, SONIC Drive-In decided to auction off a cup of its signature ice.
Realizing that many fans can visit drive-ins can order just a cup of ice if they live close enough, and others can't, SONIC set up a web auction to treat the highest bidder to a cup of ice that will be delivered by a SONIC skating Carhop. As part of the online auction, SONIC will be donating 100% of the funds to DonorsChoose, a longtime nonprofit partner that helps to support public school teachers.
Signature Ice Auctions
SONIC Drive-In Put a Cup of SONIC Ice up for Bidding
Trend Themes
1. Web Auctions - Disruptive innovation opportunity: Explore the potential of web auctions to offer unique and exclusive experiences or products to customers.
2. Nonprofit Partnerships - Disruptive innovation opportunity: Form strategic partnerships with nonprofits to create win-win situations that benefit both the company and the charitable organization.
3. Unique Food Experiences - Disruptive innovation opportunity: Create unique food experiences or offerings that cater to niche preferences and capitalize on customer's willingness to pay for novelty.
Industry Implications
1. Ecommerce - Disruptive innovation opportunity: Build an online platform that facilitates auctions and unique experiences for customers, expanding the reach and accessibility of the company's offerings.
2. Restaurant - Disruptive innovation opportunity: Collaborate with nonprofits in the restaurant industry to create special promotions or limited edition offerings that attract customers and support a good cause.
3. Food and Beverage - Disruptive innovation opportunity: Experiment with new and unconventional food and beverage offerings to create unique experiences that differentiate the company from competitors.