A presell digital board can be one of the most influential sales tools for a Quick Service Restaurant!

The most important communication tool in a QSR’s drive-thru is the main menu board.  However, a presell board can be one of the most influential sales tools for the restaurant. The presell board is the first advertising message the customer will see in the que line. If the que line is 2-3 cars deep, a customer might be starting at the presell board – this means that it can be very influential. Therefore, in a drive-thru, a digital presell message will not only impact a check average, but can also shape the customer’s entire experience. The content strategy plays an integral part in the restaurant’s success with the digital menu board program.

4 Tips for Success

1. Keep it fresh

QSR’s must make a pro-active attempt to keep the content on the presell board fresh, eye-catching, and exciting to the customer. At first, it may be a daunting task to constantly develop new content, but it is important in order to gain positive and profitable results. Drab and boring content - on the same rotation for months - will not stimulate customers. In fact, customers are likely to ignore the advertising if they have grown accustomed to it in the drive-thru. Stale content becomes white noise and ineffective. It is important to provide newfangled content on a consistent basis. Spruce up older messages with brand-new video, ultramodern graphics, or flashy fonts. According to Brian Elles’ article, ‘Creating Demand: 4 Key Elements of Digital Signage Content Strategy, in order to grab customers’ attention, it is important to stay ahead of the game, “Brands should strive to stay ahead of technological trends to deliver the most relevant innovations to their consumers, helping their brand stand out from competitors by delivering the unexpected.”

2. Deliver a clear, concise message

With the various options for fonts, colors, graphics, and videos, try to avoid overwhelming the customer with too many messages on the presell board. A lack of focus can lead to confusion in the drive-thru. Focus on just one product or special to increase check values. For example, a QSR might market a new blackberry lemonade, hot apple pie, or the latest and greatest sandwich with peppered bacon and swiss cheese. Even though multiple food items can be advertised on the screen at the same time, it is better to only focus on one item.

3. Advertise current specials and LTOs

How often does the menu change at the restaurant? The frequency of rotating the content should be reflective of the brand. Digital is an excellent way to introduce new items or limited time offers that are not shown on a traditional menu board (assuming the main menu - at order entry point - is static). For large chains that have a broad advertising campaign, incorporate seasonal specials for the customer, like a Pumpkin Spice Latte. It is likely that customers are already familiar with the special and the digital presell board will just serve as a reminder that the item(s) is available to purchase in the drive-thru or inside of the restaurant.

4. In a nutshell, simple is best

When designing the marketing plan, keep the layout and strategy simple. Avoid using difficult to read fonts and too many words or images. It can be an uphill battle - a presell board has limited real estate, but the QSR does not want to miss out on potential business. A discussion with decision makers should occur to decide what information needs to be displayed on the digital menu. Brian Elles’ article also states that content is king and it is imperative to have a strategy, “If you don't know what your content strategy will be and, specifically, what value the content will add to your overall customer experience, take a step back to determine this important factor before deploying digital signage at your location.” The customer may only be in the que for a couple minutes, so deliver quick and poignant messages. Customers want short messaging that is easy to digest, usually within 3 seconds… remember the goal of the drive-thru will always be convenience and speed.

It is not surprising that many QSRs want to install digital menu boards. However, many of these restaurants lack the digital understanding of how to increase the bottom line. Because of their flexibility and ability to enhance the customer experience, digital menus are exciting. However, the success of the project depends on the QSRs’ ability to deliver clear messages and to populate eye-catching content for the menu. It will not happen overnight, but when digital begins to click for customers and restaurant owners/employees, everyone will notice the difference!

For More Information:
- The Top 9 Benefits of Outdoor Digital Menu Boards
- Maximizing the Effectiveness of a Presell Outdoor Digital Menu Board
- 3 Ways Presell Digital Menu Boards Provide a Great Experience
- 4 Simple Benefits of Outdoor Digital Menu Boards

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