SONIC Drive-In recently unveiled its new advertising campaign and brand identity, which encourages guests to embrace and personalize the brand’s good-natured and fun-loving culture with THIS IS HOW WE SONIC. To discuss the brand’s exciting changes, SONIC president Claudia San Pedro joined the Restaurant Business podcast “A Deeper Dive,” while SONIC Chief Marketing Officer Lori Abou Habib spoke with Gloria Dawson on the Nation’s Restaurant News podcast, “Extra Serving.”
“We have conducted a lot of research over the past two years getting to know who our consumer is and why they come to SONIC. We have done that and as a result, really honed in and refined our creative strategy, product innovation and value proposition,” San Pedro told Restaurant Business’s Jonathan Maze.
“What we’ve uncovered in the last couple of years is there’s an opportunity for us to really connect more with our fans and with prospective fans.” Abou Habib added during her conversation with Dawson. “The best way that we landed on doing that was through launching a new advertising campaign, but also just refreshing the visual identity of the brand.”
Hear from San Pedro below, as she discusses the new SONIC brand positioning, working on a new drive-in prototype and how Mobile Order Ahead is changing the game:
Also, listen to Abou Habib’s appearance on “Extra Serving,” where she discusses in depth the creation of the new advertising, using real fans portraying real moments and how hiring a reality television production crew was instrumental in that process.