Will drive-in dining take hold up North?
NewsOK: Breaking the ice<br/><span class='hl2'>Will drive-in dining take hold up North?</span>
By Steve Lackmeyer
Business Writer
The newest Sonic drive-ins will be built close to the U.S.-Canadian border and folks up north are wondering whether they will be seeing carhops trudging through 3-feet of snow to deliver a cherry limeade.
The bemused include
Chris Dettinger, a second-generation restaurant operator in the Minneapolis suburb of Mahtomedi. The spring 2008 expansion for Sonic includes a new restaurant in the nearby Minneapolis suburb of Savage.
"I'm not familiar with Sonic other than the commercials I see on television, Dettinger said Tuesday. "But my wife saw one in Arizona, and all they had was outdoor carhop service. I really don't think people are going to sit in a car and eat food in the winter. Today our high temperature is 20 degrees.
Dettinger, owner of 3 Seasons Drive-In, has operated his indoor and outdoor restaurant for 33 years. He's seen how the region's cold weather has hurt sales at a nearby
Dairy Queen because they are perceived as only selling ice cream.
"They have to do a lot of marketing to convince people they serve a lot of different food, Dettinger said. "People perceive a drive-in as a summer business.
So just how cold does it get in Minneapolis?
"Just as cold as it wants to, jokes
Rick Hiltbrand, a meteorologist with the
National Weather Service office in Chanhassen, Minn. Hiltbrand said the high temperature in Minneapolis is at or below freezing 76 days during an average winter, with average snowfall totaling 55.9 inches.
Drew Ritger, senior vice president of franchise development for Sonic, knows it is cold in Minnesota but he's not worried.
"I lived in Minneapolis after I left OSU, Ritger said. "I just don't know that the northern climate has been that big an issue. We've done northern media buys for a few years and that has really opened up a lot of demand.
He points out the Oklahoma City-based fast food chain is also preparing to expand into Wisconsin and Michigan.
"We just opened in New Jersey, Ritger said. "It was a phenomenal opening.
Of course, Sonic is budgeting for snowplows at its new northern restaurants. And Ritger said carhops will be wearing warmer attire.
"As long as it's normal, it's not a big issue, Ritger said. "Now, if you have a blizzard, it's an issue. But as long as people are going about their normal lives, it's not that big a deal.
With the opening in New Jersey, Sonic is now in 35 states. Ritger is so confident that the newest drive-ins will be a success that he's looking forward to the company eventually boasting of drive-ins throughout the country. "We don't have plans for Alaska, but someday, I'm sure there will be a store there, Ritger said. "I just don't see any reason for there not to be.
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