There is no better time for restaurants to invest in digital menu boards.
Static signage will soon be rendered passé, because digital menu boards allow various, revolutionary options for restaurants, including quick price changes and the flexibility to provide real time nutritional and caloric information to customers. Ever changing nutritional information may accompany the menu items displayed on the screen and enable customers to make informed, healthy ordering decisions.
Menu labeling is not going away and adaptable, upgradeable systems will be the first step toward compliance. Digital menus allow changes to be made in a matter of seconds. With the click of a button, all store locations can be updated with the correct and/or new digital content. Dynamic digital software makes it possible to promote specific menu items, modify menu items, change price and display caloric content - all under one umbrella. Ron Gazzola, in his article, ‘Outdoor Digital Signage Lights UP QSR Industry,’ explains that outdoor digital menu boards are becoming the norm, “Just as digital displays are now standard inside QSRs, they’re now also becoming the norm in drive-thrus. Operators are no longer talking about trying out digital; they’re talking about rollouts. Because of the enhanced, personalized customer experience digital menu boards bring, QSRs are in a position to upgrade their old displays and start reaping significant financial benefits from these new digital displays.”
3 Tips for Making the Switch to Dynamic Digital Signage in the Drive-Thru Lane
Being informed is very important. Be sure to do your homework and never let price alone guide your decision. Invest in software and hardware that has been field tested to work in a restaurant environment, especially in the drive-thru lane. Choosing the best partner, with experience, is no small task and can quickly become overwhelming. With a little research, the correct outdoor digital menu board solution will include partners that are experienced with environmental LCD enclosures, offer commercial-grade electronics, and provide a dedicated support system for content, installation, and warranty. Engage with suppliers where actual products can be seen “in the field” and/or working in a real drive-thru. Anyone can Photoshop a fake monitor and enclosure, but a real installation that can be reviewed will speak volumes.
- Hardware selection is important and actual field experience matters, but it cannot be stressed enough - content really is king. QSRs must set challenging but attainable goals with digital signage. It is never a good strategy to simply set it and forget it. Always use digital signage to its maximum capacity! Remain relevant with up-to-date LTOs (limited time offers) and seasonal specials with a promotional presell board. Do not make the mistake of running the same, boring, stale content on the digital screen that mimics the current static solution. A strong digital content strategy is extremely critical to the overall success of the outdoor menu board project. A savvy team of experts should create appealing, exciting content that will ultimately increase sales and profits in the drive-thru lane.
- Customers love dynamic content and are much more likely to purchase items featured in an eye-catching video or on a dynamic digital display. Properly deployed digital displays eliminate the hassle, cost, and waste of printed materials. Restaurants utilizing digital signage are often perceived to be more modern and relevant. Although the initial investment for digital menu boards is significant, adaptable QSR digital menu board systems will provide a more efficient and cost saving solution.
Digital signage in the drive thru lane will soon incorporate ordering apps, beacons and facial recognition technologies that will make the digital menu board system even smarter. The menu board and the order confirmation pedestal will soon merge as one and the innovation will be amazing. These modern technologies will ultimately increase food and beverage sales - as well as profits. It has been proven time and time again -- a QSR’s menu board is one of the most important marketing and communication tools the store has in its arsenal. Maximizing the intelligence and utility of a digital menu drive thru will, in time, prove useful and profitable for the establishment.
For More Information:
-- 3 Common Misconceptions for Digital Drive-Thru Menu Boards
-- 4 Helpful Tips for Deploying Presell Digital Menu Boards
-- Best Practices for Installing Outdoor Digital Menu Boards
-- Budgeting for an Outdoor Digital Menu Board Project
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