SONIC® Uses Big Data Analytics to Drive Past Its Competitors

1010data Serves Up Better Business Decisions – From Product Promotion to Site Selection

NEW YORK (May 14, 2012) – SONIC, the nation’s largest chain of drive-in restaurants has embraced 1010data’s Internet-based Big Data Warehouse to analyze billions of records to enable critical business decisions ranging from operations to marketing. A passionate focus on data analytics is one of the reasons why the fast growing chain, with more than 3,500 locations, has been able to improve operational consistency and product management.

1010data’s unique data warehouse drives this innovative approach. The interactive, Internet-based platform provides SONIC the speed and flexibility to analyze and report huge amounts of business data faster than any other solution.

“1010data lets our analysts use all available data in an intuitive, interactive way,” said Craig Miller, CIO of SONIC. “This makes analytics a flexible, exploratory process that encourages discovery – allowing us to make data analytics a part of every decision we make.”

Tim Negris, VP of Marketing of 1010data added, "Quick Service Retail is a zero sum game where fast data analytics is the key to competitiveness. Making better, faster decisions than the competition on things like customer segmentation, price optimization, staffing, real estate selection, and promotion management requires timely, accurate analytics. In a business where minutes mean millions, finding problems and discovering opportunities faster than the other guy makes all the difference. SONIC has always been a product and process innovator and 1010data is helping them take it to the next level.”


SONIC, America's Drive-In, originally started as a hamburger and root beer stand in 1953 in Shawnee, Oklahoma called Top Hat Drive-In, and then changed its name to SONIC in 1959. The first drive-in to adopt the Sonic name is still serving customers in Stillwater, Oklahoma. SONIC has more than 3,500 drive-ins coast to coast, where approximately three million customers eat every day. For more information about SONIC Corp. and its subsidiaries, visit SONIC at