Sonny's BBQ Uses Data to Target Younger Diners

The Southeastern chain says guest and sales data showed a $11.99 bowl promotion drew younger customers more than a seasonal menu did.

Updated on Nov. 9, 2026 in Barbecue

Sonny's BBQ Uses Data to Target Younger Diners

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Sonny's BBQ, which operates 90 restaurants across eight Southeastern states, is working with Bikky to combine sales, menu and guest data. The chain says the analysis found price point, not its seasonal menu, drove younger guest visits.

Why it matters

The findings show how restaurant chains are using combined sales and guest data to shape promotions, loyalty programs and menus. For diners across the country, it signals that promotions may be tuned more precisely to different customer groups.

The chain operates 90 restaurants across eight Southeastern states, and the platform flagged a smoked wings trend within 3 days of a promotion. The source does not report how much the $11.99 bowl promotion increased younger-guest visits.

The players

Sonny's BBQ

A barbecue restaurant chain founded in 1968 that operates 90 restaurants across eight Southeastern states and is known for its regional barbecue menu.

Bikky

A data platform company that Sonny's BBQ is working with to combine sales, menu and guest data for marketing and menu decisions.

The details

Sonny's BBQ, founded in 1968, is using platform data to track how promotions land with different demographics. The marketing team says the data is also shaping custom dashboards for franchisees, messaging across media, SMS and email, and loyalty tier changes.

1968: Sonny's BBQ is founded.
During a recent promotion: Smoked wings gain traction and are flagged by the platform.
Three days into a promotion: Platform data allows campaign adjustments while it is still running.
Ahead of a new website launch: The chain is rethinking its loyalty tiers using guest data.
November Feast: The chain is using guest data to shape the menu.

Culture Shift

The chain's data-driven approach reflects a broader move among restaurant brands toward integrated guest-data platforms, which increasingly guide promotions and loyalty programs rather than relying solely on seasonal menu bets.

Diners who visit the chain's restaurants may see promotions and loyalty offers shaped around price points rather than seasonal items. Franchise-level dashboards could also change how individual locations choose their own specials.

The takeaway

Restaurant promotions that track customer response within days can be adjusted while they run, rather than evaluated only at month's end. Diners who respond to price-driven offers may find that the most effective deals are the ones that change quickly.