Industry News | February 15, 2012

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.

“It was important to engage our Hispanic customers by providing an online experience which parallels both their world and the feeling of visiting a nearby Sonic,” says Matt Schein, senior director of marketing for Sonic.

“The ability to get creative with our menu is a key part of the Sonic experience, as are the thousands of food and fountain combinations that have made Sonic a popular destination. Getting creative at Sonic is something our customers enjoy and we want the website to inspire that same creative feeling.”

The experiential website, www.sonicdrivein.com/espanol, presents Hispanic customers with relevant content in the language of their choice — Spanish, English or Spanglish, a combination of both languages.

Whether they’re browsing the delicious options in the “Presentando” section, or downloading the Spanish menu to complete their meal order at their nearest Sonic, Hispanic customers will find the site easy to navigate with shareable content that extends to their social connections.

Key website features include:

  • The “Encuentra un Sonic” tab, that helps them find their nearest drive-in
  • An engaging tutorial showing how easy it is to enjoy Sonic
  • Information about Sonic’s newest products and menus
  • The “Diviertete” section, where they can send virtual gifts to friends, such as a pair of iconic Sonic roller skates
  • Free Sonic-branded wallpapers for their desktop and unique ringtones for their phone
  • Sonic Tunes, where they can be among the first to hear emerging Latino artists’ new songs

“The website is all about creating an online understanding of an actual drive-in visit and showcases the ability to personalize an entire dining experience at Sonic,” says Patricia Burgos, group account director at Lopez Negrete Communications, Sonic’s Hispanic marketing agency and the group that designed the website.

“We go a step further and reflect our bicultural target’s lifestyle, combining the best of their Latino culture with their U.S. experience to create their unique world. Just like Sonic, they can create food combinations and dining experiences as unique as they are. At SONIC they really can create what they crave.”

Sonic, America’s Drive-In (NASDAQ/NM: SONC) started as a hamburger and root beer stand in 1953 in Shawnee, Okla., called Top Hat Drive-In, and then changed its name to SONIC in 1959. The first drive-in to adopt the SONIC name is still serving customers in Stillwater, Okla. As the nation’s largest chain of drive-in restaurants, SONIC has more than 3,500 drive-ins in 43 states coast to coast.