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The Mexican holding company, Fidelity de Mexico, S. de R.L. de C.V., comprising a select group of franchisees owning more than 300 Sonic Drive-Ins throughout Texas, Oklahoma, Tennessee and Arizona, will open its first Mexican drive-in location in Monterrey, with further expansion into Mexico planned through 2003.
Monterrey was chosen because of its fast-growing population, increasing affluence and its status as the country's industrial center.
"We truly believe that Mexico is ready for the Sonic brand,'' said Mario Guajardo, a San Antonio native and manager of the investment group. "Sonic Drive-In restaurants fill a niche not offered by other businesses in Mexico: high-quality food, unique menu items and personalized Carhop service. That formula has made Sonic successful in the U.S. and should continue into Mexico.''
While the Monterrey Sonic Drive-In will be identical to its American locations in most ways, special care has been taken to tailor the concept to Mexican palates. The menu will be printed in Spanish and will feature some locally preferred soft drinks and a variety of salsas.
The initial drive-in will be one of the largest in the Sonic system, totaling approximately 1,600 square feet. The drive-in will feature more than 25 individual ordering stations, outdoor patio seating and a drive-through.