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 offers a compelling narrative about how two industry veterans―Clifford Hudson and Craig Miller―transformed a nostalgic drive-in chain into a 21st-century powerhouse. The book provides deep insights into their leadership journey and the innovative strategies that have helped Sonic thrive during periods of uncertainty and ever-changing market conditions.
This isn’t just another business memoir—it’s a playbook for modern leadership, packed with hard-earned lessons, actionable insights, and a universal framework for adapting your traditional brick-and-mortar business model for long-term sustainable growth in the digital age.
Drawing on decades of brand-building experience with dozens of top-tier companies, Hudson and Miller created a blueprint for business leaders that starts with a tech-enabled business case, a digital business plan—that includes emerging technologies such as AI—and a multi-year implementation roadmap.
Success in the 21st century means rethinking and adapting your traditional brick-and-mortar business model by tightly integrating the digital and physical elements of your enterprise in ways that could harness the commercial power of digital technology and data to unlock new topline growth and bottom-line efficiencies.
Perfect for executives, business leaders, and entrepreneurs, 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) |
Available on NetGalley
Featured Reviews
Chrystal M, Reviewer
As a marketer, Bricks and Clicks was a standout read that delivered both inspiration and practical insights. Hudson and Miller do an excellent job of balancing the nostalgic charm of Sonic Drive-In with the high-stakes challenges of digital transformation. Their CuPID framework—Customer focus, Profitability, Innovation, Differentiation—is a brilliant foundation for anyone navigating business evolution.
From adopting digital payment systems to making data-driven decisions without losing brand identity, this book offers real, applicable strategies. It’s not just theory—it’s a behind-the-scenes look at how two leaders made bold moves to modernize a beloved brand. If you're in marketing, leadership, or entrepreneurship, this is an essential read for future-proofing your business.
Mae B, Reviewer
This book was a very informative and entertaining read. I remember when Sonic was quite a big deal and seemed to run smooth. Learning about all the tactics they employed makes perfect sense and gave me a new appreciation for the hard work put in to keep Sonic innovative. Many of those processes still remain but it was nice to know that management at some point was putting the effort in to keep Sonic at the forefront of food experiences. It’s obvious they have fallen behind but I’m glad to know it was more than a fluke but focused improvements to achieve the success it obtained.
Thanks to NetGalley and the publisher for the arc
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