New Menu Capitalizes on Summer Travel Demand

Sonny's BBQ is launching a summer menu featuring returning BBQ Bowls and a new Cherry Cola BBQ Sauce across its nearly 100 Southeast locations, effective immediately.

The chain is introducing three Pitmaster Select Bowls at $11.99 each, plus a build-your-own option. Diners can mix proteins—including pulled pork, brisket, chicken, and a new item called Cherry Cola Burnt Ends—with two bases, two toppings, and two sauces.

"Summer is all about kicking back and relaxing with friends as you make memories that last a lifetime over dishes filled with craveable, comforting flavor, and nothing hits that spot quite like slow-smoked barbecue," said Shannon Snell, Head Pitmaster at Sonny's BBQ. "That's why we are making it easier than ever to focus on connecting and unplugging with tasty new sauces and the return of our iconic BBQ Bowls – perfect for enjoying wherever the season takes you."

Bowl Offerings and Customization

The three preset options are:

- Kickin' Chicken Bowl: Chicken Tenders tossed in Buffalo over Tots and Mac & Cheese, topped with crispy bacon bits and ranch.
- Classic BBQ Bowl: Pulled Pork over BBQ Beans and Mac & Cheese, topped with coleslaw, onion straws, and Sweet BBQ Sauce.
- Summer Brisket Bowl: Chopped Brisket over Dirty Rice, topped with BBQ Street Corn, pickled onions, BBQ Chips, and Cherry Cola BBQ sauce.

Customers can add an additional protein for $3.

New Sauce Expands Flavor Profiles

The limited-time Cherry Cola BBQ Sauce is described as "smoky and sweet with unmistakable notes of cola and dark cherry." Sonny's is also bringing back its Sweet Vinegar BBQ Sauce, marketed toward Carolina-style barbecue preferences.

Desserts and Seasonal Beverages

The chain introduced Cherry Cobbler Egg Rolls—fried egg rolls filled with cherry pie filling, served with whipped cream for dipping. Three new seasonal mocktails round out the menu:

- Cherry Lemonade: Tart cherry syrup and lemonade
- Toasted Coconut Soda: Sprite, toasted coconut syrup, and a creamy float with lime
- Blue Razz Blast: Lemonade, Sprite, and blue raspberry syrup

Experiential Marketing Push

Sonny's is extending its summer activation beyond restaurant locations with "Feast & Float," a series of pop-ups at tubing destinations in Florida, Kentucky, and Georgia throughout the summer. Pop-up locations will be positioned near river launch and exit points.

Company Context

Founded in 1968 by Floyd "Sonny" Tillman and his wife Lucille in Gainesville, Florida, Sonny's BBQ operates nearly 100 locations across eight Southeast states. The chain has been named "Best Barbecue Chain in America" by The Daily Meal. Under CEO Jamie Yarmuth, the brand reports donating more than $1.2 million annually through community initiatives.

Why It Matters

Seasonal menu innovation and value-oriented bundled offerings (bowls at under $12) are proven traffic drivers for QSR chains during peak summer travel periods. Customization options and experiential marketing through pop-ups address evolving consumer preferences for personalization and shareable social content—critical for regional chains competing in the casual dining space.

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Written by FBM Publications Editors