SONIC Drive-In Dives into SEC Football Frenzy as Official Quick-Service Restaurant!

Hey there, sports fans and food lovers! Steven Johnson the Grocerant Guru® at Tacoma, WA based Foodservice Solutions® is here with some electrifying news that will have you buzzing with excitement! SONIC Drive-In, the champions of craveable food and fun, have teamed up with the Southeastern Conference (SEC) and SEC Network in a game-changing, multi-year sponsorship. That's right, folks—SONIC is now the "Official Quick Service Restaurant of the SEC!"

This partnership started this July 1st, SONIC is hitting the gridiron with SEC football programming and productions across SEC Network, ABC, and ESPN. This isn't just a touchdown—it's a game-winning play for everyone involved!

“SONIC has always been in the heart of college and professional sports for the past 70 years, and we couldn’t be prouder to rally with our fans as the Official Quick Service Restaurant partner of the SEC,” said Ryan Dickerson, Chief Marketing Officer of SONIC. “The SEC’s expanded reach means we’re closer than ever to our amazing guests and team members across the Southeast. We’re ready to bring the fun to college football this season—whether we’re at the pre-game tailgate or the afterparty, you can count on SONIC to be part of the action all season long.”

Now, let's talk about why this is a monumental win for SONIC and the SEC. Gen Z and Millennials are redefining the sports fandom landscape, and they crave experiences that go beyond the game. By aligning with the SEC, SONIC is capturing the hearts (and stomachs) of these dynamic, digital-savvy generations. Did you know that 62% of Millennials are avid sports fans, and Gen Z isn't far behind at 53%? These generations are social media mavens, amplifying their game day experiences across platforms, creating a ripple effect that drives brand loyalty and engagement.

Imagine the thrill of seeing SONIC's mouth-watering commercials during the “SEC on ABC” college football franchise and ABC/ESPN Noon College Football windows, all while connecting with fans on SEC Network. This isn’t just advertising; it’s an immersive experience that brings SONIC's vibrant energy to every home, tailgate, and watch party.

“At Disney, we’re passionate about developing unique opportunities for brands to connect with college football fans everywhere. This season, we are thrilled to welcome SONIC Drive-In as the Official Quick Service Restaurant of the SEC,” said Andrew Messina, SVP of Sales, Disney Advertising. “With SONIC on board, the fan experience will reach new heights for SEC fans across all Disney platforms.”

But wait, there’s more! SONIC is taking their game-day presence to the next level with on-site activations through SEC Nation, the network’s traveling football pre-game show, and other exciting opportunities throughout the season. Picture this: the smell of crispy tots and juicy burgers filling the air as you cheer on your favorite team. That's the kind of fan experience SONIC is bringing to the table.

“We are pleased to welcome SONIC as an official sponsor of the Southeastern Conference,” said SEC Commissioner Greg Sankey. “The SEC sponsor program is important to the mission of supporting SEC athletics programs and their student-athletes. The addition of SONIC strengthens an already robust family of sponsors for the Conference, and we look forward to SONIC’s participation in our programming and championship events.”

So, gear up, grab your favorite SONIC snack, and get ready to experience SEC football like never before. This partnership is a recipe for fun, flavor, and unforgettable moments. Let's make this season one for the record books, together!

Stay tuned, stay hungry, and let's celebrate this epic collaboration with SONIC and the SEC!

Are you ready for some fresh ideations? Do your food marketing tactics look more like yesterday than tomorrow?  Visit GrocerantGuru.com for more information or contact: Steve@FoodserviceSolutions.us Remember success does leave clues. 

Sonic Drive-In is Evolving Menu Relevance

Restaurant labor cost continue to rise, utilities continues to rise, rents are leveling off, but food cost are not, and consumers continue to migrate from traditional restaurant and grocery formats to new non-traditional points of fresh food distribution seeking new fresh food experiences according to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

Fast food restaurants are in an intensifying battle for share-of-stomach and if chain restaurants are not evolving with or faster than consumers they are most likely capitulating market share.  Sonic Drive-In is one company that does not plan lag behind.

In an effort to garner incremental Gen Z and Millennial customers Sonic is rolling out a ‘blended burger’ line system-wide to offer a 350 calorie cheeseburger with a halo of ‘better-for-you’ or as they say with” health and sustainability halo for $1.99.

Scott Uehlein, VP of product innovation and development for Sonic stated “The new Signature Slinger burgers are a blend of beef and diced mushrooms. …. the combination provides a juiciness and amped-up beef flavor. Signature slinger burgers “makes you feel like you’re getting away with something,”

According to Uehlein Sonic is the first national quick-service chain to offer a blended burger system-wide.  The new sandwich consists of a blended patty topped with melted American cheese, lettuce, tomato, diced onion, a crinkle-cut pickle chip and mayonnaise, all served on a brioche-style bun.

Sonic has found its new electricity to drive top line sales and bottom line profits it could be according to Johnson in a blended ‘better-for-you burger.  Sonic’s partnership with the mushroom council is on supply and innovation is the platform for the new electricity, according to Johnson; partnerships specifically strategic partnerships are driving retail success today. 

Johnson stated that in my minds-eye the new electricity must be very efficient for the supply and includes such things as fresh foods, grocerant consultants, urban farming (produce, seafood, etc.), autonomous delivery, cashier-less retail, cash-less payments, digital hand held marketing.

Retailers the ilk of Sonic to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food that is portable, fresh, with differentiation that is familiar not different in some form.  That’s exactly what Sonic did here. That will require brands to embrace new fresh food partnerships more now than ever before according to Johnson.

Are you looking for a new partnership to drive sales? Are you ready for some fresh ideations? Do your food marketing tactics look more like yesterday that tomorrow?  Visit www.FoodserviceSolutions.us for more information or contact: Steve@FoodserviceSolutions.us Remember success does leave clues and we just may have the clue you need to propel your continued success.