Bricks and Clicks
How We Drove Sonic into the Digital Age
by Clifford Hudson and Craig Miller
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Pub Date Jun 03 2025 | Archive Date Jun 03 2025
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Description
Bricks and Clicks: How We Drove Sonic into the Digital Age offers a compelling narrative about how two industry veterans—Clifford Hudson and Craig Miller—transformed a nostalgic drive-in chain into a twenty-first-century business powerhouse. The book provides deep insights into their leadership journey and the innovative strategies that helped Sonic thrive during periods of unprecedented change and disruption.
Structured around their CuPID framework (Customer focus, Profitability, Innovation, Differentiation), the book explores practical ways businesses can integrate new technologies into their operations without losing sight of their core values. From introducing digital payment systems to leveraging customer data insights, Bricks and Clicks provides a blueprint for sustainable growth.
Perfect for entrepreneurs, executives, and business leaders, this book offers actionable lessons on navigating change, building resilient enterprises, and harnessing technology to unlock new opportunities in the digital economy.
Advance Praise
“The Sonic management team of the 2010’s pursued varying new methods to reach consumers, many of which their competitors were only thinking about. Bricks and Clicks does a wonderful job describing their journey, which I was able to observe during my Sonic Board service. Having a bird’s eye view into the complexity of their thinking and planning, and the unique perseverance their team brought to the challenge, it is clear to me that the decisions the management team made during that time paved the way for outstanding long term growth!”
— Lauren Hobart
CEO, Dick’s Sporting Goods
“Bricks and Clicks brings home the challenge managements of consumer-facing companies confront in bridging the 20th and 21st centuries. In the QSR business, few did so like Sonic and Hudson/Miller’s well told story has a contemporary application most executives can make immediate use of. And the Epilogue will knock your socks off!”
— Neal Black
Former CEO, Jos. A Bank Clothiers
"Cliff Hudson's long-standing vision for transforming Sonic through integrated customer engagement (ICE) was innovative for the restaurant industry. The company that acquired Sonic in 2018 is still trying to understand its implications. As I read Bricks and Clicks, I relive each step of the journey—bringing trusted partners along, navigating the challenges of the 'Messy Middles,' and demonstrating the unwavering resilience needed to overcome obstacles. Hudson and Miller provide a valuable roadmap for growth and success for any business competing in today's digital age. I’m excited that this story has been shared; it's a playbook I continue to use, and I believe it will elevate your career to the next level!"
— Doug Cook
Chief Technology Officer, Jack in the Box
"As a consultant working across the restaurant industry, I watched numerous brands attempt digital transformations. Sonic is one that truly got it right, by rooting itself in enhancing the unique Sonic Drive-In experience and not taking a me-too approach. This book recounts lessons from Sonic's successful strategy and offers provocative questions and practical guidance for others seeking similar transformative success."
— John Budd
Former Partner and Managing Director, Boston Consulting Group
Available Editions
| EDITION | Hardcover |
| ISBN | 9798887506449 |
| PRICE | $29.99 (USD) |
