Build the Buzz

National broadcast advertising creates a large ripple effect across the country, and quick-serve brands are finding that such advertising can be useful in building demand in new and emerging markets.

Using advertisements to build a buzz for a brand that has yet to reach certain regions can lead to consumer excitement and winding lines out the doors of new units, quick-serve brand representatives say.

Sonic Continues Upstate New York Expansion

Following a flurry of recent expansion news, Sonic Drive-In announced another franchise development agreement for six new drive ins in Syracuse, New York, and Watertown, New York, in the next four years. These new commitments are an expansion of an agreement reached in 2013 for five new drive ins in the Rochester, New York, market by a franchise group led by local restaurateur Fran DeSimone. The group is enthusiastic about opportunities for the brand in the area, and they have more than doubled their commitment to the Sonic brand.

Sonic Recruits Industry Vets to Grow Consumer Market

Sonic Drive-In, one of the nation’s largest chain of drive-in restaurants, announced the hiring of Steve Bailey and Craig Sherwood as senior directors of franchise sales. Bailey and Sherwood will work with the existing franchise sales team to further accelerate the expansion momentum of the Sonic brand, bringing business opportunities to existing and new markets nationwide.

Sonic Spices Up Breakfast with Salsa Verde

Sonic Drive-In is giving breakfast a jumpstart with two flavorful new limited-time breakfast offerings: the Salsa Verde Breakfast Burrito and the Salsa Verde Breakfast Toaster sandwich. Made with salsa verde and avocado, these distinctly Sonic menu items keep breakfast fresh and can be enjoyed any time of day for a protein-packed meal.

Sonic Drive-In Gains More Ground in California

For the second time in recent months, Sonic Drive-In announced expansion plans for the state of California with a franchise agreement slated to bring 10 new drive ins to the Los Angeles market in the next seven years. The nation’s largest chain of drive in restaurants signed an agreement with franchise partner Coast to Coast Commercial LLC to develop these locations. In addition, Sonic is seeking multiple franchise partners in Southern, Central, and Northern California as part of a plan for as many as 300 drive ins in the state by 2020.

Sonic Takes Upstate New York by Storm

Starting the new year with additional unit growth, Sonic Drive-In announced expansion plans in the state of New York with a franchise agreement bringing eight new Drive-Ins to Buffalo, New York, within the next six years. One of the nation’s largest chain of drive-in restaurants has reached an agreement with Kevin DiPirro to develop these locations with the first planned to open in the Spring of 2015. The eight Drive-In locations will extend throughout the Niagara and Erie counties in upstate New York.

2013: A Year In Review

Nine stories that shook up the limited-service industry in the last year.

Despite a year filled with turmoil in Washington, the limited-service restaurant industry showed moderate growth and promise in 2013, thanks in part to creative new ideas and products, plus another good gain from fast-casual units.

With issues such as sequestration, a payroll tax increase, the government shutdown, and the Affordable Care Act hanging over the industry, it’s perhaps not surprising that gains have only been nominal, despite employment increases and an improving economy.