When deploying outdoor digital menu boards, it is essential to not only consider the technology, but also the overall menu strategy.

Well thought out digital content is critical to the success or failure of a project. Although the hardware is a key element in displaying a reliable message, it is the customer who defines the actual success of digital menu boards. After all, Quick Service Restaurants want to drive sales and profitability by going digital.

Follow these tips to eliminate digital menu content slip-ups:

Too Much Static Content

Any movement (small or large) on an LCD screen can catch the attention of those inside and outside of a Quick Service Restaurant. By incorporating visually appealing pictures and eye-catching videos, a QSR is able to draw the attention of on-lookers to new and exciting promotions. Lyle Bunn, wrote about the importance of well executed content in his article ’How Digital Menu Boards Lead to Restaurant Bliss,’ “Content needs to be shaped scientifically or sculpted artistically to optimally achieve the restaurant revenue goals and appeal to the patron's sensibilities. The current purchase can be maximized for the benefit of the establishment and a joyful patron order experience can motivate future visit intent.” However, use extreme caution and common sense when designing a menu board layout. Avoid duplicating the static menu, but ensure staple items are easy to find and always on the menu. Use digital elements to break up the menu content into stimulating and attention-grabbing information to gain customer’s attention. A good rule of thumb: put the best sellers or the most lucrative items in the center of the screen(s).

Outdated Menu Items

With static menus, QSRs may run the risk of displaying outdated or irrelevant content. Stay ahead of the Limited Time Offers (LTOs) and remove out-of-date specials. Do not make the mistake of running specials on food items that are no longer available, especially if the food or drink was only available for a short time! One of the top advantages of digital is convenience. Schedule promotions, limited time offers, deals, specials and price changes, so that the content is updated with a swift click of a button. QSRs should take advantage of digital menus by promoting items based on what is available or overstocked, the temperature/weather, or the time of the day.

Poor Layout

Be creative with the menu, but not so different that the customer is left feeling confused and overwhelmed when they pull up to the drive thru lane. Animation should be well balanced with the static content. Be sure to assign areas on the boards for dynamic video content and use other sections for simple menu/pricing information. Clare Pitt, Manager, Image & Merchandising, Wendy’s International, talks about the layout of digital menu boards, in her blog ‘Benefits Outweigh Costs of Digital Menu Boards for Wendy's,’ and how it can be changed and tested for the best performance, “Testing content becomes a more attainable, low cost opportunity. Because digital signage does not require printing and shipping like most static elements, there is the ability to create multiple versions of test layouts. Through this, you or your company can potentially learn what formats work better for customers during their ordering process and help the ease of navigation. There is even the potential to determine if different layouts sway customers to change their purchase habits.”

No Call to Action

Animation and creative content is meaningless unless a QSR has a call to action. Influence the customer to take the next step in the ordering process – order the new chicken sandwich, upgrade a frozen coffee drink, or add fresh chocolate chip cookies. Directly sway the customer with an action that will result in a sale. Alicia Kelso writes about digital in her article “Digital Signage Provides Ambiance and Marketing Enhancements” and how it can be a great way to upsell with the proper call to action, “[Digital] can also be used to increase revenue through upselling or cross-selling, promoting other services such as catering and gift cards, and showcasing third-party ads.”

By avoiding common mistakes, a QSR can ensure they will receive a high return on their outdoor digital menu board investment. Lyle Bunn reiterates the benefits of outdoor digital menu boards, “LCD flat panels enable the establishment to present video, animated product photos, logos, graphics and text in any combination or layout. The marketer's dream of being able to present whatever best speaks to the patron in order to achieve the objective can now be fulfilled through dynamic signage.”

For more information, check out the following blogs

-- The Top 9 Benefits of Outdoor Digital Menu Boards

-- 5 Tips for Deploying Outdoor Digital Menu Boards

-- Outdoor Digital Menu Boards Allow for Competitive Pricing Strategy

-- Determining the Effectiveness of Outdoor Digital Menu Boards

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