Should my Quick Service Restaurant employ a presell and full digital menu board in the drive-thru?
We cannot stress enough the importance of clearly defining your menu board content strategy. As a restaurant owner/operator, you should be able to determine what you want to accomplish with an outdoor digital menu board. Once you have determined your company’s goals and objectives, you can develop a effective strategy to implement digital menus in your drive-thru.
Presell / Promotion boards allow you to maximize the opportunity to influence your customer while they wait to place their order. However, the main outdoor digital menu board in the drive-thru lane can influence the customer at the point of purchase. It is important to weigh your options to determine if you should utilize both a presell and full drive-thru digital menu board.
Presell / Promotion Digital Menu
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Influence order decisions before reaching the main menu -
Allows QSRs the opportunity to promote specials and limited time offers (LTOs) specific to day / geographic area
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Potentially speed up order process - help customer familiarize themselves with your menu before they get to order point
Full Outdoor Digital Menu Board
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Instantly change menu items, daypart & update pricing
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Integrate promotions / upsells at point of purchase
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Integrate order confirmation board into section of menu thus eliminating the need for a standalone unit
Regardless of the combination of digital menus you employ in your drive-thru, remember to keep your menu simple. Putting too much content on the screens can confuse customers and potentially slow down the order process for those that are not familiar with your menu - which is exactly the opposite effect you want to happen in your drive-thru.
For helpful tips on choosing an effective content stategy, reference our blog post:
3 Tips for A Successful Outdoor Digital Menu Board Content Strategy
Considering Going Digital in Your Drive-Thru?
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