Sonic is planning to play up their retro style drive-ins to appeal to young consumers' nostalgia, while also giving those drive-ins a technological makeover. Soon the fast food spots will feature touch-screen menus, which offer suggestions and internet access, along with the carhop service that has helped to set it apart from its competitors. The brand was slow to launch a digital and social presence, but is ramping up their efforts, including a series of digital only clips that show a significant departure from their traditional TV marketing. The opportunity for Sonic to attract younger consumers could be big, considering their customizable menu and unique experience-driven locations. (Digiday)
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