From Drive-In to Digital: Transforming Sonic with Technology

From Drive-In to Digital: Transforming Sonic with Technology

Author: Restaurant Technology Guys Podcast, sponsored by Custom Business Solutions September 8, 2025 Duration: 59:21

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


Ever feel like the tech in your restaurant is more of a headache than a help? You’re not alone. The Restaurant Technology Guys Podcast brought to you by Custom Business Solutions cuts through the noise, offering real talk from people who’ve been in the trenches. Host Jeremy brings a lifetime of perspective-his family founded Custom Business Solutions, and he spent school vacations soldering components, giving him a unique, ground-up understanding of the systems that keep dining rooms and kitchens humming. This isn’t abstract theory; it’s practical knowledge forged from years of combined hands-on experience in implementation, marketing, and daily operations. Each episode feels like a conversation with a trusted advisor, breaking down complex topics into actionable advice you can use immediately. Whether it’s navigating a new point-of-sale rollout, understanding how to leverage data, or simply making your current tech stack work harder for you, this podcast provides clarity. Tune in for straightforward discussions that focus on one core goal: using technology to run your business more smoothly and profitably. It’s a resource built on genuine expertise, designed specifically for owners and operators who need reliable solutions, not just flashy trends.
Author: Language: English Episodes: 100

The Restaurant Technology Guys Podcast brought to you by Custom Business Solutions
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