This Is Why Sonic Airs Commercials In Areas Where It Doesn’t Have Restaurants

Even if there isn’t a location within 100 miles of you, you’ve probably seen ads for Sonic Drive-In. While it sounds like a strange idea to market to areas you don’t exist, CEO Cliff Hudson has a strategy behind why Sonic airs commercials in these areas.

Currently, Sonic operates over 3,500 locations in 45 states, so their restaurant spread isn’t as wide as many major competitors. In an interview with Business Insider, Hudson revealed that the drive-in staple has both economic and strategic marketing reasons as to why they air all over the country.

“It’s cheaper and more efficient, because we do business in 45 out of 50 states, to buy nationally. You get the airtime cheaper and you get better placement.”

Hudson is saving money on advertising by keeping a national portfolio of ads. Additionally, Sonic increases its own awareness in areas it doesn’t exist yet. While that may not make as much sense for a nationwide chain at first, for Sonic, it helps them draw crowds every time they open a new location. When Sonic airs commercials in areas they don’t have a restaurant in yet, viewers gain awareness and possible interest in checking out a drive-in for themselves. Thus, when Sonic does open new stores in those areas, they don’t need to ramp up marketing drastically to bring in curious eaters. In fact, Hudson says that when they do open new locations, they often get packed with long lines of people eager to try out the place they’ve heard so much about on TV.

It’s a mix of “national awareness with a super-regional footprint,” according to Hudson, that creates a unique position and marketing angle for Sonic. Given that the drive-in chain is currently expanding, expect to hear and see more ads and keep an eye out for new locations opening near you.