Innovative Digital Technology Enables Restaurant Industry to Soar to New Heights
Call it a sign of the times. The hassle and expense of printing (and re-printing) traditional menu boards could be a thing of the past. New digital menu boards allow retailers to quickly and easily make changes and offer new opportunities to boost revenues.
Beyond just ease-of-updating, these digital menu boards can also be controlled from a central location. This allows for greater consistency in messaging across numerous locations and allow local managers to focus on other daily tasks.
Digital menu boards shine in quick service restaurants because they offer consumers the chance to see a high-resolution picture of menu options, enhancing the products’ appeal. And due to the boards’ programmability, various menu items can be highlighted at different times throughout the day. And by using multiple sequenced images, they essentially offer an infinite amount of menu board space.
But the capability of digital menu boards extends beyond just doing the same old job in a better way. With their ability to display any digital image, the boards can also be configured to mesh with the aesthetics of the restaurant’s interiors design. They also provide an innovative and entertaining way to reinforce a brand to customers through logos, taglines, and various advertising assets.
The biggest downside to implementing a digital menu board is the initial cost. However, a potentially significant portion of this cost will eventually be made back with the elimination of menu printing costs. Further, restaurants not embracing the technology could be at a disadvantage if their competitors do. Mega-brands like McDonald’s and KFC have already adopted digital menu boards.
Digital menu boards offer a number of advantages. For consumers, it provides an added visual appeal. For managers, the technology can represent a way to save time every day and save money in the long run. For restaurant owners, digital menu boards can reinforce branding, promote new items, and provide consistent messaging franchise-wide.
Could a digital menu board enhance your sales and brand awareness? For many early adopters, the (digital) writing is already on the wall.
References:
Yackey, Bill. “QSR trends in digital menu boards.” 12 Jul 2007. QSR Web. 27 Aug. 2007
“The Power of Digital Displays.” 2006. Digital Menu Boards: Increasing the Power of Your In-Store Advertising. 27 Aug 2007
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