FCN – America’s sports-mania has come to this: college football team logos stamped onto burger buns. On Wednesday, Sonic, the Oklahoma City-based chain of drive-in restaurants, will unveil plans to steam team logos onto burger burns – including deals with universities in Oklahoma, Texas and Louisiana.
Like an Oklahoma Sooner logo on the Sooner Brisket Cheeseburger. Or a University of Louisiana Ragin’ Cajun Bulldog Burger with logo. Both burgers are crafted with ingredients that Sonic hopes appeals to regional tastes – like Tabasco spicy mayo and pepper jack cheese on the Ragin’ Cajun burger.
The move comes at a time many fast-food chains are facing softening sales and must provide extra inventive to move products. For Sonic, which mostly relies on regional sales appeal, the bun logos are a bid to solidify local appeal and raise eyebrows.
“We’re a gathering spot in many smaller communities,” explains James O’Reilly, chief marketing officer at Sonic, which has 3,500 locations in 44 states. “This will generate a lot of buzz.”
As a lover of all fast food and official Barstool cheeseburger ranker this blog would normally be right up my alley, but if I’m being truthful here, I’ve never once in my life eaten at a Sonic. Not only that, but I have only ever seen one. Literally seen, with my eyes, one Sonic. I’ve been all over too. Lived in NY, MA, went to school in Atlanta, did road trips up and down the entire east coast. And the only Sonic I’ve ever seen in my entire life was visiting a friend of mine in Peabody, Mass. That’s it. It’s like the city of El Dorado for me. I hear all about it, I see at least 10 of those annoying commercials a day. I see wrappers and empty soda cups floating gently through the breeze on the side of the street. And yet I don’t know where to actually find one to eat at it. Is it worth it to try? That picture of the Ragin Cajun burger looks legit as fuck.
Oh and as for the Team Steam thing, probably one of the top 5 most brilliant marketing moves in the history of advertising. Genius in its simplicity. What do Southern people love more than their own families? College football and unhealthy food. And God. So stamp some logo on top of a fatty ass cheeseburger and let them pound 4 before heading to church. Boom, billion dollar increase in revenue.