![]() ![]() So Sonic tip-toed away from that campaign, incorporating more ads centered around food, as well as a series with actresses Jane Krakowski and Ellie Kemper that fit within the Two Guys construct.Įventually, research suggested Sonic customers were ready for the break from the Two Guys. Market research suggested Sonic’s loyal guests didn’t want to lose the Two Guys, but they did want to see more of the brand’s food. Jagodowski and Peter Grosz that originally launched in 2002. As Sonic’s chief marketing officer, she spent 2019 working to overhaul the brand’s creative, which included one very key transition: pulling back from the brand’s famed “Two Guys” campaign, a series of conversations between comedians T.J. Lori Abou Habib was responsible for communicating that transformation to the guest. “As we think about today’s busy modern lifestyle, how do we create a great guest experience leveraging our drive-in format and that variety on our menu?” ![]() Key to the transformation, she says, was Sonic’s menu variety and its mobile ordering app, which rolled out in 2018. The company had identified three filters through which it was updating the brand: Craving (menu), Oasis (restaurants), and Delight (experience). “We were in the midst of relaunching our brand positioning with a new logo new creative that was meant to celebrate all that was modern and wonderful about the drive-in model,” San Pedro says. While 2020 was a year of massive change for the restaurant industry, Sonic was already well underway on a transformation before COVID-19 showed up. Sonic has sped ahead of the competition-and it’s not letting off the accelerator. The system’s average unit volume was up from $1.3 million in 2019 to $1.6 million in 2020 nearly a quarter of drive-ins, San Pedro says, cleared $2 million in AUV last year. In a year when restaurant-industry sales plunged nearly 24 percent, according to the National Restaurant Association, Sonic and its 3,500-plus locations skated to record sales gains. “There was a strong sense that we can do this like no other brand, and we can do it in a way that is seamless and true to form,” says Sonic president Claudia San Pedro. Sonic, meanwhile, leaned into its 67 years of expertise. Other major chains recognized the potential in drive-ins for our contact-wary, on-the-go future, and rushed to introduce their own models. Its model is naturally off-premises and contactless, and it facilitates a dining experience in the car that has become more common in pandemic times. Now, however, the brand looks positively prophetic. It’s fun, flavor, and nostalgia all wrapped into one, a dose of Americana for the retrospective customer.Įighteen months ago, one might have looked at Sonic as a sort of industry outlier, a nice experience more rooted in the past than the present. Not only does the Oklahoma City–based chain stick to a core menu of indulgent goods like burgers, coneys, and slushes, but it also preserves the bygone experience of its 1950s origins via drive-in stalls and carhops (many of whom still coast on roller skates). Sonic Drive-In has built its entire concept on this premise. They invoke a range of feelings from customers, whether it’s pleasure in eating delicious foods, joy in celebrating big milestones, or nostalgia in reliving the smells and tastes of simpler times. They've projected that they'll be completely cage and crate-free by 20, respectively.Restaurants are an emotional experience. ![]() The chain began phasing in cage-free eggs and pork from gestation crate-free pigs in 2010, earning them praise from The Humane Society of the United States. Sonic is a leader in fast food animal welfare programs. Most locations stay open until 12 a.m., which means you've got four hours every evening to cure that late-night hankering. The chain recently unveiled Sonic Nights, a promotion (with no end date in sight!) that allows you to get any shake or ice cream slush for half price after 8 p.m. They came back with a social media publicity stunt in 2012. The two men starred in the ads for Sonic for almost ten years, but stepped away in 2010. Jagodowksi, was in the Will Ferrell flicks Stranger Than Fiction and Get Hard, while the other, Peter Grosz, has written for Colbert Report and Late Night with Seth Meyers and is a regular cast member on Veep. The two guys in all those commercials are really successful actors. ![]()
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