"It's shaping up to be a very promotional summer for the restaurant industry," Placer.ai's R.J. Hottovy told QSR Insider.

"It's still tricky to talk to our core audience, three- to nine-year-olds, while simultaneously making our pitch to their parents," says company's Blake Johnson.

Fast-casual chain has practically doubled its in-store traffic, while creating a social media frenzy by offering an old-school deal on its chicken wings.

Ad's out-of-this world visuals for The Department of Research and Deliciousness showcase Sonic's message of fun.