Sonic Drive-In
Passenger Menus
/ About the project
For years, passenger menus spoke to the quality of SONIC food and drink, just like every other QSR. But, SONIC isn’t like every other QSR. To avoid becoming white noise, we developed a new passenger menu strategy that tied our iconic food to those memorable SONIC moments guests look forward to.
Taking a cue from popular social media vernacular, each board started with “That moment when …” and was paid off with copy highlighting a delightful SONIC experience. By letting audience insights drive the menu strategy, the Fall Passenger Menus spoke with our guests rather than at them.
/ Insight
We turned to the most important stakeholder, the SONIC guest, for inspiration. They value quality and convenience, and they choose SONIC for a moment of carefree indulgence amidst the daily grind. All of this information led to the insight, “SONIC sparks moments of delightful possibility.”
/ Results
109K Menus in Circulation
