Sonic Takes Another Look at 'Two Guys' for Marketing Help

After a switch to a new marketing approach failed to cement brand recognition in the customer's mind, Sonic Drive-In returned to an old marketing strategy at the end of 2012’s second quarter: the iconic "Two Guys" promotion.

J. Clifford Hudson, CEO of Sonic Drive-In, told investors during the company's second-quarter earnings call yesterday that Sonic returned to the previous marketing strategy because the new campaign "did not have the flexibility of moving across a variety of dayparts and messages."

Phoenix Sonic Units First With Online Ordering Groupon

Customers at 30 Sonic Drive-In locations in the Phoenix area this week became the first with access to a restaurant Groupon exclusively for online orders.

Sonic partnered with OLO Online Ordering to launch the Groupon offer, which lets customers purchase a Groupon, find a Sonic unit, place their order, and choose a pick-up time, all from their mobile phone or online. The offer is available through, the company’s online ordering site.

In a First, Sweet Potato Tots Come to Sonic

Sweet potatoes are making a grand entrance on the SONIC menu. SONIC is expanding its tots offering by introducing new Sweet Potato Tots to its menu for a limited time.

According to data from the USDA Economic Research Service, sweet potato U.S. per capita consumption has been on the rise, even as white potato consumption has slowed. As a result, it looks like the unsung spud is finally getting its due and feeling the love beyond the Thanksgiving dinner table.

Sonic Launches Website for Hispanic Consumers

Got a craving for Sonic?

Hispanic customers can now stop in 24/7 by visiting the company’s new bicultural website, designed as if they’re sitting in a car at their local Sonic.

The website features a distinctly Hispanic flair while capturing the authentic dining experience that makes the popular destination unique in the restaurant industry.

Sonic Appoints O’Reilly to Chief Marketing Officer

Sonic Corp., the nation's largest chain of drive-in restaurants, today announced the appointment of James O’Reilly as senior vice president and chief marketing officer.

O’Reilly brings more than 20 years of senior level leadership in consumer driven marketing, brand management, and product development, including extensive experience within the quick service restaurant segment.

He most recently served as the chief concept officer of Einstein Noah Restaurant Group, Inc.

Drive Incremental Sales with Drinks

McDonald’s signs boast about the incredible number of hamburgers—now many billions—it’s served over the years. But with the customer clamor for specialty beverages growing louder, the fast food icon may one day brag about the number of peppermint mochas sold.

When McDonald’s launched the McCafé line in 2009, it was both a warning signal to Starbucks and a resounding affirmation that specialty beverage menus would be a fixture at quick serves all over the country.

And signs are pointing to beverages becoming even more important to menus in coming years.

SONIC Bolsters Corporate Leadership Lineup

SONIC welcomes four new members to its Oklahoma City corporate leadership group in a series of talent acquisitions designed to bolster the strategy and growth of the brand.

  • Clas Petersson, vice president of product and packaging
  • Bob Franke, senior vice president of field services – east region
  • Larry Archibald, vice president of brand systems
  • Tanishia Beacham, vice president of field marketing


To Kickstart Growth, Sonic Will Highlight Daypart Opportunities

Clifford Hudson, CEO of Sonic, said during the firm's investor meeting on January 4 that the company will roll out a new marketing campaign in the spring highlighting the concept’s five daypart opportunities.

Hudson said the company is improving its creative strategy "to create a better alignment, as we would have historically … in a prerecession environment, for a multiple daypart strategy."

Restaurants Respond to Healthy New Year’s Resolutions

As the New Year approaches, many Americans will make resolutions, often involving diets and healthy eating. Technomic has found that an increasing number of restaurants are able to meet these consumers' needs by creating dishes that are low in fat, calories, and sugar, and by proudly describing these healthful properties.

In fact, use of the word "healthy" within menu descriptions has increased by 86 percent over the past year.

Sonic Drive-In Serves Up Solar Energy

Sonic Drive-In franchise owners, Jess and Andrea Wetsel, continued their commitment to renewable energy production with the announcement today of two additional solar powered, canopy-mounted systems at their Tigard and Hillsboro restaurants.