More than 50 years ago, SONIC and its unique menu was built on the popular drive-in model: made-to-order American classics, signature menu items and speedy service from friendly skating Carhops. Today, SONIC is the largest chain of drive-in restaurants in America with more than 3,500 drive-in locations in 44 states across the country.
This isn't the first time SONIC has been involved in NASCAR. In addition to its previous on-track presence, fans may have seen the drive-in restaurant's latest commercial starring NBC Sports' Rutledge Wood and Kyle Petty. Now, SONIC will be teaming up with NASCAR Hall of Famer, Richard Petty and Richard Petty Motorsports.
"The NASCAR Family is an important part of the SONIC fan base," said Todd Smith, Chief Marketing Officer for SONIC. "The value of our NASCAR engagement has grown over time and our current NBC Sports partnership provides a unique opportunity to be part of the broadcast, not just as an advertiser. We jumped at the opportunity to partner with Richard Petty Motorsports, arguably the greatest brand in NASCAR, Petty. We look forward to cheering on Sam Hornish Jr. at Kansas and Texas as he races for the win."
The NASCAR fan base is a perfect fit for SONIC, which is among the quick-service restaurant (QSR) category. In fact, 89% of NASCAR fans claim to eat at QSRs. In addition, among those fans that eat at QSRs, 79% claim to visit QSRs more than five times in a month.*
"We are ready to 'Blast' off with the No. 9 SONIC Ford Fusion in Kansas and Texas," said Mike Hargrave, Executive Vice President and CMO at Richard Petty Motorsports. "Seriously, we are very excited to have long time NASCAR advertiser SONIC Drive-In running with RPM. The folks at SONIC know that NASCAR fans love their Breakfast Toasters and Bacon Cheeseburgers."
As a husband and father of three, Hornish is always looking for fun and creative ways to spend time with his family and SONIC's drive-in atmosphere provides just that.
"There are not a lot of places around like SONIC anymore," said Hornish. "It's a great place to take the family for a fun meal with great-tasting food and reminisce about the days when drive-ins were as popular as any restaurant. The variety of menu options is perfect for our family; it has something to fit everyone's likes. I'm looking forward to having SONIC with us in Kansas and Texas, and I can't wait to bring home a good finish in the SONIC Ford Fusion."
You can tune in to the Sprint Cup Series race at Kansas Speedway on Sunday, October 18 at 2:15 p.m. ET on NBC. The Sprint Cup Series race at Texas Motor Speedway will take place on Sunday, November 8 at 2 p.m. ET on NBC.