Sonic Booms Into Region, One NJ County At A Time

Press of Atlantic City:

They trained in the empty lot behind the Kohl’s. First with just the trays, then with cups of water, and finally, balancing full orders of food. On their feet: laced-up roller skates. On their minds: Try not to fall.

These roller-skating servers - or carhops as they’re referred to in the business - are part of a new push to saturate southern New Jersey with the nationally known (but regionally-scarce) fast food chain Sonic Drive-In, which had its first Cumberland County location open last month in Millville.

Area franchisee Reyes Drive-Ins believes Sonic has staying power. The franchise, headed by CEO Daniel Reyes, is planning a dozen new locations in Atlantic, Cape May, Cumberland and Gloucester counties. The restaurant at the Union Crossing Shopping Center in Millville was its first and only the second Sonic in the state, after the first one opened in Ocean Township, Ocean County, earlier this year. It was followed this month by a new restaurant in the Rio Grande section of Middle Township.

Company officials say a location in Somers Point could open in mid-2009.