NEW YORK ( TheStreet) -- Sonic ( SONC) , known for its hot dog specialties called "coneys," "two guys" television commercials, and 1950s inspired drive-in restaurants with carhops, has developed a recipe the company feels can take on the bigger guys like McDonald's ( MCD) and Burger King ( BKW) in the fast food business.
The ingredients: clever marketing and made to order food.
"The two guys on the commercials that you see help enormously because as you are promoting different products, being able to always start with the two guys, you get instant recognition," said Sonic chairman, president and CEO J. Clifford Hudson in an interview with TheStreet.The absence of charismatic brand ambassadors in the marketing of McDonald's and Burger King has allowed Sonic to carve out a place on television with its " two guys" -- two middle-aged men sitting in a car at a Sonic drive-in and bantering on the latest new product or mouth-watering promotion.
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