What is Sonic Drive-In?
Sonic Drive-In is a quick-service restaurant chain with approximately 3,500 locations across the United States, operated as a subsidiary of Atlanta-based Inspire Brands. The chain specializes in classic American fare including hamburgers, hot dogs, lemonades, and other casual dining items served through a distinctive drive-thru and drive-in stall model.
The brand has maintained its position as a major player in the quick-service restaurant industry by combining traditional drive-in service with modern menu offerings and strategic brand partnerships. Sonic's operational model emphasizes convenience and value, appealing to families and consumers seeking affordable dining options.
Sonic's X Games Sponsorship and Marketing Strategy
Sonic Drive-In has secured a prominent role as the official quick-service restaurant of X Games Aspen 2025, held January 23-25, 2025 at Buttermilk Mountain in Aspen Snowmass. This partnership builds on the success of X Games Ventura 2024, where Sonic became the first-ever Presenting Partner of the event, marking a significant milestone in the brand's sports marketing efforts.
The sponsorship includes onsite activations, interactive experiences, and athlete integrations featuring top X Games athletes Maddie Mastro and Alex Ferreira as brand ambassadors. These athletes will create custom content for linear broadcasts, social media, and press interviews discussing their favorite Sonic menu items and competition preparation, directly connecting the brand with action sports enthusiasts.
Menu Revamps and Value Offerings
Sonic has revamped its $1.99 value menu in October 2025 with new wraps, burgers, drinks, and desserts designed to meet consumer demand for affordable dining. The updated menu features Creamy Mustard Chicken Tender Wrap, Cheesy Baja Crispy Tender Wrap, BBQ Ranch Crispy Tender Wrap, Jr. Double Cheeseburger, Bubble Slush drinks in cherry and green apple flavors, and Salted Caramel Toffee Croissant Bites.
Beyond the value menu, Sonic introduced seasonal limited-time offers including the Pretzel Bacon Double Sonic Smasher, starting at $7.39 for a double and $8.39 for a triple. These menu innovations reflect industry trends showing that nearly 30% of restaurant visits are now tied to promotional deals, positioning Sonic competitively in the value-conscious quick-service restaurant market.
Expansion and Location Growth
Sonic continues its geographic expansion with new locations opening across the United States. In September 2025, a new Sonic restaurant opened at 5873 Antelope Road in the Sacramento area, operated by franchise group Elite Drive-Ins. The location features a drive-thru lane and seven drive-in stalls, operates daily from 10 a.m. to 11 p.m., and employs over 45 people.
The Sacramento market now includes four Sonic locations across Roseville, Woodland, Delta Shores, and the newly opened Antelope Road location. This expansion strategy demonstrates Sonic's commitment to increasing its market presence and accessibility to consumers in key metropolitan areas.