When a Quick Service Restaurant (QSR) is interested in deploying outdoor digital menu boards, ease of use, reliability, and scalability of the hardware and software solution is essential.
QSR’s are constantly coming up with the next big product, delicious value meals, or the wittiest of branding messages. Digital menus makes it possible to ‘change it up’ on a weekly, daily, or even hourly basis. Although it might seem costly in the beginning, digital menu boards can pay for themselves in the long run. Digital menu boards can reduce costs on exorbitant advertising materials/signage, are designed to be more energy efficient, and will save time/money with swift updates!
Tips for Choosing the Perfect Software Provider:
Who will develop content?
If a QSR does not have an in-house marketing department to create vibrant and successful content, a skillful software company will be able to provide that service. However, this will be contingent on the partner that is chosen. Nowadays, it is common for expert software companies to directly work with the QSR’s advertising agency to create an effective and meaningful menu board strategy. Creative and eye-catching content can make or break a digital marketing initiative. It is wise to review the overall content portfolio of various companies before choosing the best fit for QSR.
Who will manage content?
QSR's need to update multiple locations in a timely manner and have little room for error; errors equal money lost. A web-based menu board system is especially accommodating for automatically updating content quickly and efficiently. End users will be able to access their menu board template via a hosted media server, which can incorporate the latest specials, food images, marketing assets, or newest food item. According to Money Magazine’s Brad Tuttle, “Photos distill the components of an order faster than even the briefest of descriptions, and pictures of combo orders are generally placed dead center on well-lit drive-thru menus because that’s usually where the customer’s eye goes first."
Are there subscription fees?
Certain software partners will charge a monthly fee to access a web-based media server application. There are features such as remote access to update player configurations, rebooting players, and managing state-of-the-art displays remotely via the web portal. Always ask what additional charges will be incurred before picking a software partner. Sometimes, it is more cost effective for the restaurant to update their own content, but that is a decision that will need to be made before the installation, so that the total execution is smooth.
How much QSR experience?
Experience speaks for itself. Choosing a software company with expertise in effective restaurant content strategies is a must. Digital boards at a drive-thru should be efficient to save time, both for the customer and for the store. By picking a software company that has already rolled out various menus for multiple QSR’s, the plotting and testing has already been done at other locations/businesses of various sizes. The guessing game is not much of a game anymore. The software company can do the job and do the job right. Therefore, they will be prepared with the correct strategy.
Planning for the unexpected?
With up to 70% of business coming through a QSR’s drive-thru, the last thing a store wants to deal with is a menu board failure (whether catastrophic or minor). Even with the most reliable system, electronics always have the chance of unnecessary or unforeseen downtime. The QSR should have a quality backup plan that can be executed quickly in the event that the media player loses Internet connection, is powered down or on the rare occasion, simply fails. The accessibility to well-versed technical support is very important on and off site.
When it comes to digital menu boards, content is king. Choosing the right provider for the look, feel, and ease-of-use of the content is absolutely crucial. In the end, the correct menu content can improve the experience of the consumers, which could result in a positive evaluation of the QSR.
Always ask for references and previous work done! Before deciding on a software partner, ask whom they currently work with and/or whom they have worked with in the recent past, because it can be proven that one is only as good as their last job. If the software partner does not have a large list of clients/customers, then it might be best to find a more seasoned partner. As already stated, downtime (or the lack thereof) can be critical to the benefit or failure of the digital menu board launch. When deploying digital, use the best people and products on the market. Never let price guide the decision!!
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