The History and Impact of Sonic Drive-In on American Car Culture

The History and Impact of Sonic Drive-In

Sonic Drive-In, often referred to simply as Sonic, is one of the largest fast food chains in the United States. With over 3,500 locations across the country, the drive-in style burger joint has become an iconic part of American culture thanks to its carhop service and wide-ranging menu.

The first Sonic Drive-In opened in 1953 in Shawnee, Oklahoma under the name Top Hat Drive-In. It was founded by Troy N. Smith, Sr. and Charles Pappe. The original Top Hat had only walk up service and a very simple menu of hot dogs, hamburgers, French fries and soft drinks.

In 1956, Smith and Pappe partnered with Charles Coburn to open a second Top Hat location in Woodward, Oklahoma that added drive-in service, allowing customers to order directly from their cars. This format proved successful and all future locations incorporated drive-in service.

The drive-in chain began franchising in 1959 under the name Sonic Drive-In, often stylized as SONIC® Drive-In. The new name reflected the carhop service that allowed patrons to order food from the comfort of their vehicles. Throughout the 1960s and 70s, Sonic continued to expand by selling franchise locations across the Southern and Midwestern United States.

Sonic's Distinctive Carhop Service and Menus

A major part of Sonic's appeal has always been its carhop service. Customers pull into a covered parking space and press a button to place an order. A Sonic carhop then delivers the food right to the vehicle. This format provides the convenience of fast food with the added novelty of being served in your car.

Sonic has also differentiated itself through extensive food offerings beyond typical burgers and fries. The menu features a wide array of hot dogs, specialty sandwiches, ice cream desserts and beverages. Some popular Sonic menu items include:

• Footlong Quarter Pound Coney - Hot dog topped with chili and cheese
• Cheeseburger - Classic burger with choices of toppings
• Tater Tots - Crispy, deep-fried potato nuggets
• Blasts - Soft serve ice cream blended with candy and fruit
• Slushes - Icy, flavored frozen beverages

This diversity of food selection has helped earn Sonic a reputation as being more than just another fast food chain. The company is able to attract customers interested in more than just burgers and fries.

Innovative Advertising and Branding

In addition to its service style and menu options, Sonic has also become known for its humorous advertising campaigns. In the early 2000s, the company began running a series of TV commercials featuring two quirky dudes in a car having amusing conversations about Sonic food.

These signature ads established a comedic branding for Sonic centered around car culture and offbeat characters. Sonic expanded on these themes by sponsoring NASCAR and placing billboards along highways to reinforce its connection to being on the open road.

Sonic's imaginative promotions and irreverent tone helped earn the fast food chain a passionate fan base. The ads resonated with those who appreciated the drive-in's unique ethos compared to more mainstream competitors like McDonald's and Burger King.

SonicDriveIn.com and the Digital Age

As the internet has grown over the past two decades, Sonic has expanded its marketing and services into the digital world. The company launched its sonicdrivein.com website in the 1990s to provide information on locations, menus, news and other updates.

More recently, Sonic has focused on integrating technology into the customer experience. In 2016, the chain released a mobile app that allows patrons to order and pay directly from their smartphone. Customers can avoid the drive-thru line by having food brought right to their car.

The Sonic app has proven highly popular, especially with younger demographics accustomed to mobile convenience. It taps into the iconic carhop service while adapting it to modern digital expectations. The app also incorporates deals, rewards and text offers to encourage repeat business.

SonicDriveIn.com plays a key role in promoting the app and directing people to download it. The website highlights the mobile ordering feature and links directly to the iOS and Android app stores. This online presence drives adoption of the high-tech enhancements offered at Sonic locations.

Hashtag Campaigns on Social Media

As a way to engage people online, Sonic has actively participated in popular social media hashtag campaigns. For example, in 2014 the company used the #LiptonTeaChallenge on Twitter and Instagram to promote its Lipton Iced Tea offerings.

Sonic asked people to post photos of themselves enjoying Lipton at Sonic for a chance to win prizes. This generated user-created marketing showcasing Sonic's beverage options in an appealing, interactive way. Other hashtag campaigns have included #CheeseburgerDay to celebrate its iconic burgers.

More recently, Sonic embraced the viral #sonicpartner meme trend on TikTok started by users. The trend featured people humorously pitching unconventional food items or services Sonic could offer. Sonic smartly leaned into the organic hype by reposting the fan videos. This approach allowed the brand to capitalize on the trend from an authentic place.

Leveraging platforms like TikTok demonstrates Sonic's understanding of modern online culture. The company engages audiences on their own terms, tapping into the communal nature of memes and hashtags.

The Future of Sonic

After nearly 70 years in business, Sonic continues evolving to meet shifting consumer preferences while staying true to its core identity. New menu items like all-day breakfast offerings and fresh-brewed coffee drinks indicate Sonic is expanding into new dayparts beyond just lunch and dinner.

The company is also responding to contemporary health trends by incorporating items like plant-based burgers and lower-calorie options.However, signature classics like Footlong Coneys and Blast milkshakes remain available for those seeking an indulgent, nostalgic Sonic experience.

With its fusion of drive-in heritage and contemporary convenience, Sonic is poised to thrive in the 21st century while preserving the atmosphere that has made it an enduring American establishment.

FAQs

When was the first Sonic Drive-In opened?

The first Sonic Drive-In opened in 1953 in Shawnee, Oklahoma under the name Top Hat Drive-In. It was founded by Troy N. Smith, Sr. and Charles Pappe.

What makes Sonic Drive-In unique compared to other fast food chains?

Sonic is best known for its carhop service that allows customers to order food from their vehicles. It also has an extensive menu with a wide variety of hot dogs, ice cream treats, slushes and other items beyond just burgers and fries.

How has Sonic used advertising to build its brand image?

Sonic has run humorous TV ads since the 2000s featuring quirky characters, establishing a comedic branding centered around car culture. The company has also embraced social media hashtag campaigns and viral meme trends.

Does Sonic have a mobile app for ordering?

Yes, Sonic launched a mobile app in 2016 that allows customers to order and pay on their smartphones. The app taps into the drive-in service while adapting it to modern technology.

What new menu options has Sonic added in recent years?

Some newer offerings at Sonic include all-day breakfast items, fresh-brewed coffee, plant-based burgers and lower-calorie options. However, classic foods like Coney dogs and Blasts remain available.