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