In northern New Jersey, we’ve been waiting forever for Sonic, the largest chain of drive-in fast food restaurants in America. For years, the company has been airing commercials in our market, even though the closest location was about 300 miles away.
Tim Bella, who has lived in both Texas (where Sonics abound) and New Jersey, says, “Sonic is smart. They advertised in the Northeast when there wasn’t a single Sonic up here. The people wanted it, and they got it.”
Finally, Sonic opened its first northern New Jersey location on June 21st. Today, the second location opened.
Elisa Ung, a restaurant reviewer on NorthJersey.com, writes, “Sonic is just that kind of cult-following place, inspiring irrational behavior in otherwise discriminating eaters and Facebook groups begging for Sonics to come to one part of the country or another.”
(Pictured at left: Sonic drive-thru menu, by George E. Norkus)
On the night of the first location’s grand opening, my friends and I drove to Hasbrouck Heights, NJ to see why everyone was so excited. At 10 PM, the line for the drive-thru extended about a quarter mile down Route 17. Police cars were controlling crowds outside the restaurant.
My friends and I looked at one another, and we all shook our heads. We continued to drive and decided to eat our late night snack at our favorite diner instead.
Said Tim, “Sonic has had the best out-of-state advertising out of any of them. We have another wonderful burger place down in Texas called Whataburger. If they did the same thing, they’d be as big as Sonic.”
Despite my annoyance with the line, I am still very curious to try the cherry limeade.
