Final Pr Plan- Sonic

Sonic Drive-In ®

McKenzie Laurent, Cardinal Stritch University [email protected] CA231A Public Relations Plan

Sonic® Drive-In PR Plan- Research Known as the world’s largest drive-in chain, Sonic® is a franchise that delivers “a drivein experience, with a unique menu and personalized service.”1 Its all-day menu and fun atmosphere has expanded to 3,600 locations covering 44 states nationwide. Originally started in 1953 as a root beer stand called Top Hat, its name was changed after six years to Sonic® to match their slogan of “Service at the Speed of Sound.” 2 Sonic provides a distinctive carhop restaurant concept that allows customers to drive up and order their food using the iconic red button on a speaker system. True to their slogan, the food is delivered in a timely matter by a waiter or waitress on roller skates. Sonic’s® unique dining experience serves “three million customers daily.”3 With their headquarters in Oklahoma City, Oklahoma, the Sonic® franchise is widely known for its midcentury flair of yesteryear’s wholesomeness combined with the modern flair of quick, convenient food service. Expanding the function of the menu at Sonic® will help sales increase. Adding a few items to the menu and introducing catering to the restaurant would allow Sonic’s® convenience to expand deeper into all 50 states while establishing a larger customer base through stronger marketing on social media.

1 “Sonic Drive-In Concept,” Last Modified 2015, https://www.sonicdrivein.com/franchise/whoweare. 2 “Sonic Drive-In FAQs,” Last Modified 2015, https://www.sonicdrivein.com/franchise/whoweare. 3 “Sonic Drive-In,” Last Modified 2015, https://www.sonicdrivein.com/franchise/whoweare.

Sonic® Drive-In PR Plan- Objectives Sonic® revolves around four main values. All restaurants and employees within the Sonic® franchise strive to have everything they do revolve around these principles:    

Respect for everyone touched by the Sonic® brand Entrepreneurial spirit and the power of the individual Importance of relationships as a way of life Doing different, special and better things to surprise and delight everyone touched by the Sonic® brand

Reputation Management Goals: 

Create a character/mascot that can help promote the 3,600 restaurants to all ages of people. Customize an animated figure by September, 2016 that can be the face of the company in order to help create a unique and personalized brand for the franchise.  Used on commercials and advertisements  Sonic® will brand themselves  Customers will recognize Sonic by their mascot

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Increase the use of social media sites such as Facebook, Instagram, and Twitter to increase the number of people who follow the accounts, see the advertisements, and patronize the restaurants.  Help people to know what type of food Sonic® offers on their menu  Deliver the laid back, fun atmosphere that Sonic® puts forward through pictures and comical comments

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Plan community events to raise profits that will be given back to organizations in the community while promoting the fun atmosphere and thrilling menu at Sonic®.  Adding an event in the month of September would allow sales to increase in the second half of the year since the largest month of revenue is May  Each restaurant chooses an organization that is personal to the community where the individual restaurant is located  Have Sonic® food available at the event.  Allow the character to be posted in pictures around the event  Have a mascot of the new character around the event taking pictures

Task Management Goals: 

Offering a Slush of the month at a reduced price will increase publicity.  The most popular flavor of slush’s should be offered to bring in more customers  Sales will increase as customers purchase more flavors of slush’s  Great campaign to get more customers excited about different slush options and buy other items while they are at the restaurant  If they complete a survey about their service at Sonic® they can receive $1 off a burger to get customers trying different items on the menu

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Aiming to increase customers in the slow months of the winter  Add chili and soup options to the Sonic® menu  Special food items sold during cold months only  Promote coffee bars and or specialty coffees

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Expanding the permanent locations of restaurants to increase sales.  Sonics’® lowest revenue month is January  Allow customers to call and order the catering service for large parties  For an order over $50, Sonic® will deliver it within a 15 mile radius  Contributes to the fun atmosphere at Sonic®  Conducive to customers during the winter months  Increase indoor seating for areas with cold climates

Sonic® Drive-In PR Plan- Execution Media Training  

Interview and hire someone with computer and media experience o Create commercials o Oversee interns Hire a social media employee and show them how to advertise the menu at Sonic® while maintaining a positive reputation

Media Coverage    

Hire a group of interns to extend their media coverage throughout Instagram, Twitter, Facebook, and Foursquare Use Sonic’s® character on all social media sites Create commercials with clever slogans Interns will also be responsible for press release of events, menu changes, and social media

Event Research 

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Each individual Sonic® location will conduct demographic research to see what type of people (age, gender, average salary) live near their location o Send out surveys to local households o When customers send in the survey they will receive a coupon in return for $1 off a burger Create an event where Sonic® can give back to the community Sonic® will partner with an organization that is prominent in the surrounding area Have Sonic® food available at the event to expose locals to the taste A mascot will be walking around to take pictures and expose the new face of the restaurant

Sonic® Drive-In PR Plan- Evaluation Category

To Obtain

Goal To gain publicity through Social® Media so that more consumers will become familiar with the Sonic® brand. After 3 months of the character and commercials being released, followers on social media will increase by 10%.

Sonic® Mascot & Social® Media

More followers on social media.

Community Involvement

A positive relationship Each individual with the public. Sonic® location will create an event that will give back to the local surrounding community of the specific restaurant. The public will feel connected with Sonic® and in return, realize that Sonic® also cares about

How Sonic will Achieve it By August 2016, a Twitter page will be created and the mascot will be released on all social media sites. Commercials will also be sent out including the new image of the restaurant chain.

Each individual restaurant holds a community event in the spring of 2017. After the event, sales increase by 10% for each restaurant.

Promotions

An increase in sales and customer response.

Winter Months

A steady amount of sales throughout all seasons of the year.

them. A slush of the month will increase consumer’s purchases by end of 2016. The Sonic® menu will also become more recognizable to customers.

Accommodate consumers so that Sonic is convenient even during the cold winter months.

Sonic® will choose a Slush of the month in the effort to promote customers to try new flavors. When customers order a slush, they will receive a survey. If they fill it out and return it, they will receive $1 off a burger on their next purchase. To keep sales the same from May to January, Sonic will offer a catering service for any order over $50 along with adding warm drinks and chili to the Menu from OctoberFebruary.

Finances Interns for Social Media Social Media, Computer Employee Catering Drivers

$8.50/Hour 20 Hours a week $45,000/year $7.25 an hour