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Best Interpretation of a Trend

Sonic’s Full Throttle Fury Slush

For Millennials who live in their cars, coffee just doesn’t cut it as a pick-me-up. Energy drinks are the more efficient boost for these hyperkinetic consumers. But they still have to get out of the car to buy the enhanced beverages. That’s the brilliance in Sonic Drive-In’s spring launch of the Full Throttle Fury Slush as summer heat began to build. With it, Sonic was first to capitalize on energy drinks, a segment said to outsell sodas four to one per ounce in convenience stores. Plus, by putting Coca-Cola Co.’s citrus-flavored variety into its icy beverage lineup, Sonic created another mix-friendly breakfast and late-night caffeine alternative, reinforcing its leadership among the burger barons in beverage customization, daypart, and convenience innovation.

Best Laggard Innovation

Burger King’s BK Fresh Apple Fries

How do you compete with McDonald’s in selling apples when research shows that foods are more appealing to kids when they’re wrapped with the image of Ronald McDonald? You julienne red apples to mimic pommes frites and serve them in a branded Frypod container. That’s how Burger King Corp. overcame its late move to join McDonald’s and 10 other food and beverage companies in their pledges to market only healthier food options to kids under age 12. Through clever food preparation and packaging, the No. 2 burger chain is making fruit as fun and easy to eat on the run as the popular fried tubers. Now we might learn whether branded apples really sell as well as branded fries.

Best Socially Conscious Change

Chipotle’s hormone-free dairy products

While most quick-service chains moved to cut trans fats from their menus this year, Chipotle Mexican Grill started a push to phase out dairy products made from cows injected with synthetic growth hormones. The gourmet burrito chain began selling hormone-free sour cream late last year and announced it would add hormone-free cheese to its ingredient mix by the end of 2007. Synthetic growth hormones are used by U.S. dairy farmers to boost milk production but are banned in Europe and Canada because of concerns about the health effects on animals and humans. Research shows the hormones can lead to increased infections in cows, leading to more antibiotic use, but their effects on people haven’t been proven in the U.S. These animal care concerns prompted Chipotle to eliminate the hormones as part of its “Food with Integrity” vision. It’s another example of how the chain continues to set standards for humane and sustainable farming practices being embraced by other companies, including Starbucks Corp.

Best Fresh Fare for Healthy Appetites

Go Roma Italian Kitchen

Herb crusted salmon presented atop a tomato-laced wine sauce and Primavera Salad sprinkled with sliced beet chips, asparagus, and fresh mozzarella might be fare you’d expect at a posh European bistro. Yet these are the latest additions to Go Roma Italian Kitchen’s menu, putting this eight-unit upstart ahead of nearly everyone in cheap-chic dining. The three-year-old Warrenville, Illinois–based fast-casual has mastered a balance of scratch-made Italian classics like Country Style Rigatoni along with lighter dishes like Smoked Chicken, Pear Salad, and artisan pizzas at prices about half of the average Italian eatery. The chain’s leadership from Lettuce Entertain You Enterprises and Brinker International also figured out how to drive sales at lunch and dinner, a feat still vexing the big guys. Their secret: a family-style menu with rib-sticking pastas, pizza, salads, and desserts, plus beer and wine menus for adults, and better-than-average kid menus.

Best Concept that Advertising (Almost) Ruined

Domino’s Pizza Oreo Dessert Pie

Chocolate is a perfect counterbalance to the spicy zest of pizza, so a dessert pizza made with Oreos and white icing seemed an inspired idea. In fact, the Oreo Dessert Pie created by Domino’s Pizza was the result of a staffer’s family favorite that won the chain’s annual staff menu innovation competition. But when it came time to launch the sweet pizza, advertising played up the stickiness of the ingredients, showing a family developing Oreo-created beards and mustaches growing as they ate. “Gross” became the most popular description for the new product in blogs and reviews. However, given a try, the pie is one of the better dessert pizzas available. And at about $4, it’s a pretty good value to boot.