The Chicago Traveler

So, remember how I said that we don’t have Sonic here in Chicago? Well, I have to take that back now.

For years, Chicagoans have had to suffer through commercials for Sonic Drive-In, despite the fact that there aren’t any restaurants of the chain within 70 miles of here. Sonic operates more than 3,000 restaurants, but most of them are in Oklahoma and Texas. (Chicagoist) However, one has finally opened here in the Chicago area last Tuesday. Now Windy City residents can get the Chili Cheese Tots and Cherry Limeade they’ve been craving. Weeks before the grand opening however, flocks of people stopped by everyday just to be sure the restaurant hadn’t opened yet.

Why all the fuss? After all, Sonic is just another fast-food joint, right? It is, but it’s fast food most people haven’t experienced often (or even at all). Unlike McDonald’s, which is everywhere, Sonic has made itself sparse in the food industry. The food chain has advertised itself nationwide, creating a demand for a product that wasn’t readily available. As the old adage goes, “You always want what you can’t have.”

And so, the new franchise in Aurora (map) hasn’t had to spend a single dime on advertising its grand opening. (Tribune) They haven’t had to. Word of Mouth has brought hundreds of hungry folks from far and wide. It has built itself up from more than just a restaurant, but an experience. After all, everyone’s had a burger, but not everyone has had a Sonic burger.

Sure, it may seem silly that a fast-food place can cause all this ruckus, but it’s definitely working. Now if you’ll excuse me, I’m craving an extra-long chili cheese Coney.

Photo credit: (c/o Flickr) pamusc93, Tom Spaulding, dawn m. armfield, Kodamakitty

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