The Sonic drive-in restaurant recently opened in Peabody, Mass., with quite a fervor, according to The Boston Globe. Some eager eaters waited up to four hours for a Sonic burger and tater tots.
 

The 1950s style fast-food chain has been advertising nationally for years, but had not previously operated one in New England. Massachusetts residents have been teased by commercials for so long, patrons are coming in droves. The owners of the new Sonic have hired a valet company to direct cars into the lot and a police detail to manage the traffic flow.

Wow, all this over a hamburger that doesn't taste much better than one from a school cafeteria. Was this a calculated move on Sonic's part? Did they really believe years of advertising with no supporting locations would create such a frenzy?
 

What's your take?