How Smirk helped SONIC Drive-In have the #1 social response time across all QSR brands.
SONIC Drive-In was looking for a solution to manage the large volume of customer messages they receive every day across their national social media channels. The restaurant chain also needed a social media-specific crisis management plan to ensure that any inbound concerns were addressed and escalated in an appropriate and timely manner. They wanted a partner that would fit seamlessly into their internal marketing team and collaborate with external vendors.
Restaurant Locations in 46 States
As SONIC’s project manager, I’ve built incredible relationships and had the honor to work alongside members of their marketing and PR teams in their corporate office. Smirk is able to answer thousands of community messages per month for SONIC, identify potential crises in minutes, and provide real-time reporting on the topics they care about most.
SMIRK CLIENT SERVICE DIRECTOR
SONIC Drive-In was the perfect candidate for Smirk’s premier online reputation management solution, Active Response©. This innovative system uses real human engagement and data intelligence to help large brands strategize and execute digital customer service across their social media and review platforms.
Smirk developed a brand voice profile from SONIC Drive-In’s existing content to establish consistency across public replies on social media. Our team also crafted a detailed crisis evaluation plan along with a living knowledge base to help address customer messages efficiently and uniformly.
Response Time Across All QSR Brands as of 2021
Response Rate to All Questions and Issues
Avg. Social Accounts Reached per Month
I like to call Smirk our secret weapon. They are incredibly organized and dialed-in to our brand’s needs. They keep our online reputation clean, help us deal with the most critical and challenging issues, and consistently find opportunities to support us. I know our team is much stronger because of our partnership with Smirk.
MANAGER OF SOCIAL STRATEGY & CONTENT AT SONIC DRIVE-IN