Sonic's unique concept appeals to customers at its seventh Hampton Roads location in Chesapeake.

Sonic’s Service with the Speed of Sound Expands in Hampton Roads

VIRGINIA BEACH, VIRGINIA—Did you know that, placed end-to-end, the amount of Sonic hot dogs purchased yearly would stretch from Oklahoma City to Penang, Malaysia?  Or that Sonic buys nearly 23 million pounds of french fries per year, enough to serve one large order of Sonic fries each day to every person in New York City, for 11 days?  Maybe you didn’t know that, but the executives at Sonic have all the answers, including how to maintain a high level of success as the largest chain of drive-in restaurants in the United States.

Today, Sonic leads the fast-food industry in real estate growth, with higher same-store sales each year since 1987.  As of February 28, 2002, there are 2,432 Sonic Drive-Ins in 30 states, making it the nation’s largest drive-in chain.  Sonic, headquartered in downtown Oklahoma City, has differentiated itself through unique menu items such as cheese coneys, slushes, banana splits, floats and flurries, and carhop service.  Its distinctiveness can also be found with Sonic’s no wait, drive-thru lanes where customers experience friendly “service with the speed of sound.” 

With such a unique concept combined with the ever-growing Southeast retail market, Sonic continues to focus on Hampton Roads as a target for expansion.  Rob Hicks of Divaris Real Estate’s Virginia Beach office is the exclusive tenant representative for Sonic Restaurant in Hampton Roads.  He notes, “With Sonic’s strong and unique presence in Hampton Roads, combined with Sonic’s prototype requirements, the company is able to buy sites in developments that are unknown to many of its competitors, The Greater Virginia Beach area is a dynamic market for fast food, and the Sonic Drive-In concept really appeals to the Hampton Roads customer base.” 

Customers like the nostalgic flare of the drive-in, not to mention the great food and service.  “Sonic’s site criteria includes a middle/upper income area, typically near grocery store anchors, with a 1,284-square-foot-building with parking stalls for about 27 cars,” says Hicks. 

“Hampton Roads’s vibrant growth and demographic profile were the two main reasons Sonic targeted that particular market,” says a real estate representative for Sonic Corporation.  “We have seen success in this market and plans are in the making for even more sites in the area.” 

DRE has helped Sonic close on the purchase of four Virginia sites in the past year including a 1.8 acre parcel in Redmill Commons Shopping Center in Virginia Beach, a one-acre parcel on Battlefield Boulevard in Chesapeake, a 1.08 acre parcel in Salem Crossing Shopping Center in Virginia Beach, and a one-acre outparcel in the Roosevelt Shopping Center located on Little Creek Road in Norfolk.  In addition, DRE’s Hicks represented Sonic in the signing of a lease on Military Highway in Norfolk for a 1.11- acre parcel. 

With such focus and drive, it’s no wonder Sonic has the highest customer frequency rate in the hamburger section of the quick service restaurant industry.    According to Hicks, Sonic currently has eight Hampton Roads locations, with 12 sites under contract, and plans to open additional sites in the market throughout 2003 and 2004.