From Drive-In to Digital: Transforming Sonic with Technology

In this episode of the Restaurant Technology Guides podcast, host Jeremy Julian speaks with Craig Miller and Cliff Hudson, two key figures behind Sonic's transformation into a digital-first, nationwide brand. They discuss their new book, 'Bricks and Clicks,' which details their journey of automating business practices right before COVID-19 and their successful implementation of a digital strategy. The conversation explores how they integrated technology to enhance customer experiences and improve operational efficiency, including the introduction of mobile ordering and digital payment systems. Their strategies not only bolstered sales but also turned technological innovations into significant business advantages. The episode also delves into change management, the importance of the partnership between business and tech, and the challenges and successes faced along the way.
00:00 Sonic
00:14 Introduction and Welcome
01:59 Meet Cliff Hudson: Sonic's Transformational Leader
03:34 Craig Miller's Journey to Sonic
04:22 The Evolution of Technology in Business
07:21 Sonic's Unique Drive-In Experience
11:00 The Impact of Credit Card Technology
13:50 The Tech Oval Vision
17:52 Building a Business Partnership
25:37 Implementing the Tech Oval
30:10 Craig's Arrival and Marketing Evolution
31:50 Building the Tech Backbone
34:59 Omnichannel Strategy and Franchisee Buy-In
36:38 Implementing Digital Touchpoints
42:53 Centralizing Marketing Efforts
49:29 Final Guest Experience and Company Sale
54:43 Reflections and Book Promotion