Sonic drive-in to open this spring in Lansing

If MSU students set out to find one of the oft-advertised, but rarely seen Sonic drive-ins next spring, they’ll only have to look as far as the south side of Lansing.

The drive-in only eatery is scheduled to be built on a plot of land currently occupied by the now-vacant Governor’s Inn & Conference Center at 6133 S. Pennsylvania Ave., in Lansing, off I-96.

This Sonic would be one of six in Michigan and the only location within 40 miles of Lansing. The first Michigan location opened in May 2008 in Southgate.

But despite the low number of Sonic restaurants in Michigan, it would not be surprising if many MSU students already are familiar with Sonic commercials, in which two “Sonic Guys” trade quips in the front seat of their car while prominently displaying Sonic foods, hospitality business associate professor Jeff Beck said. That’s exactly how the restaurant’s strategy is supposed to work, he said.

“Their strategy is to drive interest by advertising in areas where they are not necessarily located,” Beck said. “That is why you see their marketing on cable and regionally, even if they don’t have any Sonics in the area. So when they do come into the area, people will respond with, ‘Let’s take advantage of this opportunity.’”

English sophomore Claire Goscicki said she thinks the Sonic will attract students because of its menu prices and the accessibility of its location.

“I think it will attract students because it is affordable,” Goscicki said. “Their ads target students, but I think it will be especially attractive to upperclassmen because they have cars and can drive out there.”

Martha Sanford, director of marketing for Sonic franchisee Miller-Apple, said the company was confident its food and lower prices would make for a successful venture in the Lansing area. The average price of a lunch entree at Sonic is between $6 and $12.

“Given the situation with (MSU) and the state of Michigan offices, it could be busy all the time at that location,” Sanford said.

The area currently features a Meijer, two car dealerships, a bar and an Econo Lodge hotel.

The drive-in could bring approximately 90 to 150 new part-time jobs to the area, depending on store hours, Sanford said.

“We’ll hire about 150 people to start, but depending on what kind of hours and the amount of traffic, we might not have to reduce the number as much,” she said.

If the Sonic is open 24 hours each day, Sanford said more employees would be needed to cover all the shifts. Regardless of how many people are employed, Lansing Chamber of Commerce President Tim Daman said he felt development of any sort in the area is a good thing.

“The Governor’s Inn has been closed for years, so any new development in that corridor is positive,” Daman said.